The Directory: Lucky Blue Smith and Hailey Baldwin do Tommy

Tommy Hilfiger has always been good at tapping top trends popular with millennials, a strategy that’s paid rich dividends for the brand.

For its autumn-winter advertising campaign for Hilfiger Denim, the brand has again called on models Hailey Baldwin, 19, and Lucky Blue Smith, 18, also top social media influencers. The pair are seen as they set off on a 24-hour adventure across Los Angeles – from cruising down Sunset Boulevard to eating at the city’s famous Pink Hot Dogs.

Shot by Devyn Galindo, who also photographed the pair in the spring-summer campaign, the campaign comes after a massive social media project that had fans of the models involved in a behind-the-scenes peek of the shoots as it came together.

Coming soon to a billboard near you.