Tommy Hilfiger has announced the launch of The Girl – a new fragrance backed by a campaign starring model Gigi Hadid.
Hadid is the global ambassador for Hilfiger’s womenswear, accessories and fragrance. The Girl is said to reflect her “optimistic attitude, confidence and effortlessly cool style”. A campaign for the fragrance is due to launch later this month.
The Girl features top notes of pear, violet leaf and green fig, a heart of jasmine petals and muguet. The base includes cedarwood and cashmeran.
“The Girl means being true to yourself and having fun while you’re at it,” Hadid said of the perfume. “For me, that’s appreciating every moment, laughing at myself and surrounding myself with everything that makes me feel happy.”
To support the launch, Hilfiger has released a short clip on YouTube starring Hadid and several male models dressed as sailors. Hadid is shown arm wrestling the men and walking around on a pier in navy style clothing.
The campaign is part of a wider collaboration between the model and brand. Hadid is also due to create a capsule fashion collection for Tommy Hilfiger, due to be released in September. The 21-year-old is also a brand ambassador for Maybelline and has appeared in the Victoria's Secret Fashion Show. She also appears in the US reality TV show The Real Housewives of Beverly Hills.
