Tommy Hilfiger
Normani
Tommy Hilfiger and Tommy Jeans were launching a TikTok collaboration with R&B artist Normani. The activation — #WildStyleChallenge — required a physical seeding package to be sent to a global network of influencers.
The packaging needed to carry three brand identities simultaneously: Tommy Hilfiger, Tommy Jeans, and the #WildStyleChallenge campaign. The challenge was creating a suite of objects that felt like a luxury unboxing experience — not promotional merchandise.
Luxury is not determined by price. It is determined by the feeling that no detail was left to chance.
Each element of the seeding package was designed as part of a considered whole — not as separate artwork assignments. The result was a suite of objects that communicated the campaign's energy without losing the brand equity of either Tommy Hilfiger or Tommy Jeans.
Holding three distinct brand identities in coherent tension — without subordinating any of them — is a genuinely difficult problem.
Tommy Hilfiger, Tommy Jeans, and the #WildStyleChallenge campaign each carried their own visual language, colour logic, and tone. The seeding package had to carry all three simultaneously — to global influencers who would be photographing and filming every element. A hierarchy had to be established that felt natural rather than imposed.
The decision was to assign each brand identity its own physical object — gift bags to Tommy Hilfiger, gift boxes to Tommy Jeans, and campaign-branded collateral (note cards, stickers, tissue paper) to #WildStyleChallenge. This gave each brand a distinct surface and moment, while the suite read as a coherent whole when composed together.
Influencer seeding has become one of the most scrutinised formats in fashion marketing. The packaging is filmed, shared, and critiqued by audiences numbering in the millions. The gap between a package that feels like a promotional mailer and one that feels like a gift — in the fullest sense of the word — is entirely a matter of design.
Material selection, print finishes, the weight and grain of the tissue paper, the precision of the note card typography — each decision either justified or undermined the premise. The #WildStyleChallenge campaign was about authentic self-expression. The packaging had to embody that without resorting to the visual clichés of campaign merchandise.
Produced in collaboration with Colourcake, Amsterdam. Delivered to a global network of influencers across the TikTok #WildStyleChallenge activation in 2021. The project sits within a broader body of fashion and campaign work that spans packaging design, advertising, and branded content — produced to the same standard expected by a brand whose name is recognised in every major market in the world.