Joanna Reagan Ewing

Tommy Hilfiger x UO

Tommy Hilfiger x UO

To introduce Tommy Hilgifer x UO, we cast new-era supermodel Binx Walton in a 90's nostalgia-inflected editorial photographed by Devyn Galindo. The iconic collection was released amidst a revival of 1990s fashion and promoted via influencer seeding, user-generated content, and social campaigning.

Released in Fall 2016, assets included a digital press lookbook, moving GIFs and mobile video, behind-the-scenes content, a corresponding '90s-era playlist, and e-commerce and retail display imagery.

View Credits + Thanks

Brand Partner
Tommy Hilfiger

Editorial Photographer 
Devyn Galindo
Binx Walton

Creative Director, Brand Imagery 
Bobby Whigham
Director of Creative Marketing + Content
Rachel Albright
Senior Marketing Manager
Stacey Britt-Fitzgerald
Styling Lead
Carolyn Doolittle

Executive Creative Director,
Brand Marketing + Imagery
Joanna Reagan Ewing

Chief Creative Officer
Sue Otto

Project Date 
Fall 2016

“While riding the resurgence of these original brands, Urban is at the same time curating how the trend is packaged and sold today. The pieces in each collection are picked and styled by the Urban Outfitters product team, and the result is an instantly recognizable yet modernized version of the ’90s vibe." 

— Glossy, How Urban Outfitters is Riding the 90’s Nostalgia Wave

“All-American fashion brand Tommy Hilfiger launched its exclusive collection for Urban Outfitters today. Here are the 8 pieces giving us serious denim envy.”

VogueThe Tommy for Urban Outfitters Collection We Want, Now