Hilfiger Denim opens in Sandton City tonight and I can't wait for another spectacular 4ElementsMedia event. Seeing as how Hilfiger Denim is Tommy's younger, edgier sister, I'm going in a dress paired with 'hard to miss' blue Superga sneakers. I'm not 30 yet, and I'm edgy, so don't question it... Okay?

Hilfiger Denim's fashion forward designs are inspired by American classics and finished with a modern twist and a fresh spirit. The brand celebrates self-expression and creativity.

The collection includes denim jeans, jackets and skirts, graphic print tees, long-sleeved shirts, knitwear, dresses and outerwear for men and women as well as leather bags, footwear and accessories.

The current Hilfiger Denim collection, F.A.M.E., revisits the place where Tommy started it all: The fabulous Big Apple, New York City. The collection is rooted in Tommy’s longstanding passions and inspirations – fashion, art, music and entertainment – which he summarises with the acronym 'F.A.M.E.' From Manhattan street style and the buzzing lights of Broadway to iconic rock-and-roll and the '70s pop art scene, styles inspired by New York’s magnetism embrace rich textures, fresh graphics and innovative new washes for a look that’s USA to a tee... see what I did there, 'tee.'

The advertising campaign this season for Hilfiger Denim, 'Game On,' is inspired by the spirit of all-American high school football game celebrations. From the gym and locker room to the trophy hall and classroom, the season’s signature style is relaxed, youthful and cool with Hilfiger Denim’s iconic rock and roll twist.

For the first time, the advertising campaign will be complemented by an exclusive digital campaign featuring four global online influencers; California based models Alexis Ren and Jay Alvarrez, Dutch fashion influencer Linda Tol and Swedish singer-songwriter and TV host Andreas Wijk.

I'll be hashtagging #hilfigerdenim all night long... Will you? Stay tuned to my Hilfiger Denim follow up post tomorrow, it's sure to be a goodie.

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