by John Russel Jones

Tommy Hilfger debuted a new brand campaign today and announced the winner of its New Legacy Challenge design competition on Friday. 

The brand’s Spring 2022 “Make Your Move” campaign features Grammy-winning, Golden Globe and Emmy nominated performer Anthony Ramos. The global campaign went live today on all Tommy Hilfiger social channels, as well as in flagship stores. Select storefronts feature a QR code that activates augmented-reality mannequins on Instagram, showcasing dance moves and inviting fans to take a photo and share on social channels. 

“The collection is a fresh reimagination of our iconic preppy brand heritage for the future, which we’ve brought to life through every last detail,” states Tommy Hilfiger. “For me, fashion has always been about celebrating individuality and self-expression. Anthony encourages both of these traits in everything he does, so we’ve put them firmly at the heart of this campaign. We’re embracing the best of modern technology to bring this message to our fans around the world, and I’m excited to invite them to Make Your Move.”

Throughout the campaign, Ramos showcases modern prep styles in new silhouettes, including the double pleated chino as well as fresh patterns as seen in the mixed striped icon sweater, all with an understated collegiate code. The “Make Your Move” campaign further features a diverse cast of talents, including models Luka Sabbat, Georgia Palmer, Meghan Roche, Soo Joo Park, Alton Mason and Liam Kelly, as well as a mix of select dancers.

New Legacy Challenge Winner Clarence Ruth

The New Legacy Challenge is a design competition developed through a partnership between Tommy Hilfiger’s People’s Place Program and Harlem’s Fashion Row (HFR). The winner, Clarence Ruth, was announced by Mr. Hilfiger during the finale showcase held at The Roxy Hotel in New York City on March 10th. The Challenge was created to support emerging Black talent on a global scale. It highlights the history and contributions of Black communities in fashion while also celebrating the voices of the new generation of Black designers.

Clarence Ruth

“It’s always a great honor for us to partner with global leaders in the fashion world who share the same vision of rising above pipeline issues of diversity and inclusion in the industry by investing our time, energy, and resources in the next generation of Black fashion icons,” said Brandice Daniel, Founder of Harlem’s Fashion Row.

Tommy Hilfiger, Brandice Daniel, and Randy Cousin

Ruth will receive a grant for US$20,000 and the opportunity to co-design a capsule collection alongside the Tommy Hilfiger design team. His label, Cotte D’Armes, explores denim from a fresh vantage point with an all denim-based collection of bottoms, tops and outerwear that fuse military with a hint of streetwear and biker chic.

“I am honored to be named the winner of the New Legacy Challenge,” said Ruth. “This opportunity has brought me such creative freedom while learning and growing from Urs Graber, my Tommy Hilfiger mentor. I’m excited to move forward and take everything I’ve experienced and integrate it into my design process, as well as offer my support to Black designers coming after me.”