Singer, actor and fashion icon Zendaya is joining forces with Tommy Hilfiger to create a capsule collection and feature in the ad campaign.
The actress and model will be featured in the brand’s global integrated campaign. Zendaya’s new role with the American fashion designer involves an exciting collaborative capsule collection that is due out in Spring 2019. The ZendayaXTommy capsule will be available as a see-now buy-now collection has been created for one season, at a location that is yet to be disclosed. There is potential for the collaboration to continue into future seasons.
“I love to collaborate with people who are passionate about making their dreams a reality and who inspire the next generation to do the same,” said Hilfiger in a press release to announce the collaboration. “Zendaya has become a global icon, using fashion to make bold statements while always staying true to herself. Our capsule collection will fuse her eclectic style with the Americana spirit of our brand.”
“Fashion is more than just wearing cool clothes,” said Zendaya in the release . “It’s a way to celebrate self-expression and individuality, which is extremely empowering. This is why I am proud to partner with Tommy Hilfiger.”
The announcement photos on Zendaya’s and Hilfiger’s Instagram accounts has given fans of fashion a major hint as to what the capsule’s vibe will be, with rich, earthly tones and characteristics that are distinctly from the 60s. Hilfiger explained that the process of creation was a true collaboration and that the capsule is true to Zendaya: “Actually in our collaborations, we’ve found that we take as much information, inspiration and direction from the collaborators as possible. We really want to infuse the collection with their ideas. They are really the target consumer. And one of the reasons we’ve chosen the girls that we’ve chosen is they have very specific ideas about what the looks should be. And it really helps us evolve our brand,” said Hilfiger.
Hilfiger previously collaborated with Gigi Hadid on four seperate capsule collections. The success this collaboration saw proved to the brand that the see-now buy-now format is very beneficial when it comes to these capsules.
What do you think the ZendayaXTommy capsule will include? Let us know in the comments!
