Renowned New York adman George Lois created the initial advertising campaign in 1985 to raise awareness of designer Tommy Hilfiger. Then young totally unknown designer became instantly famous after George Lois challenged the readers with a daring claim with just one outrageous ad. Who the hell is T____ H______? The word spread like lightning, Lois then positioned Hilfiger as a leader of the third wave of designers. “First there was Geoffrey Beene, Bill Blass and Stanley Blacker… Then Calvin Klein, Perry Ellis and Ralph Lauren and today it’s Tommy. In an article in Vanity Fair, Tommy Hilfiger exclaimed, “If I hadn’t listened to George Lois in 1985, I’d probably be poor today.”
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