Tommy Hilfiger Underwear

For Tommy Hilfiger’s 2025 Underwear Campaign, I led the art and creative direction of the shoot, working closely with our marketing and merchandising teams.

The primary goal was to launch this season's Tommy underwear collection by creating a cohesive campaign that spanned all customer touchpoints, including e-commerce, email, and point-of-sale signage for both wholesale and retail stores. The concept centered on conveying a confident, relaxed energy through natural, effortless poses that felt authentic yet sophisticated. By collaborating with the team, I looked to incorporate additional styling elements like crewneck sweaters, button-up shirts, and pajama shirts to elevate the looks, creating varied scenarios for the underwear styles.

The result was a mix of editorial and aspirational imagery, blending retro and modern influences for a timeless and relatable Tommy feel.