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lucky blue smith and hailey baldwin lend tommy hilfiger's new campaign digital star power

This is what 7.2 million Instagram followers looks like.

by i-D Staff
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Apr 11 2016, 12:30pm

Lucky Blue Smith has a social media following greater than any other male model, and Hailey Baldwin, well, she rolls with Kendall and Kylie, so her numbers are even higher. Together, they lend Tommy Hilfiger's latest campaign 8 million followers across Instagram and Twitter. 

They're wearing Tommy Jeans—a capsule collection that draws on the 90s Hilfiger aesthetic. It's a lot like A$AP Rocky's Guess collab: a reissue of archival pieces with a few little tweaks. It's good timing: Tommy's enjoying a little renaissance off the back of streetwear's new golden era. There's only so many contemporary labels around, and given the ubiquity of Palace and Supreme, once people get brand fatigue they have to start looking backwards. Tommy's the first 90s streetwear don to get picked up for a revival, though more ironic Bape and Von Dutch comebacks are on the horizon. It didn't hurt when Gosha Rubchinskiy flipped the classic Tommy logo either. 

Peep the Bryant Eslava-lensed images below. The collection lands on Tommy's site next week.