Tommy Bahama shoots its 2022 holiday collection on Hilton Head
Home for the holidays
Story By Elizabeth Howard + Photos by Tommy Bahama
Classic, confident, magnetic, active and smart. Those are just a few of the attributes of the Tommy Bahama woman who wears fashion that’s functional, fashionable and fun.
“It’s all about the attitude, not the age,” said Stephanie Mennella, senior director of imagery for Tommy Bahama. “And Hilton Head embodies the Tommy Bahama lifestyle. This is it.”
When Tommy Bahama organized a 2022 holiday fashion photo shoot on the island over the summer, LOCAL Life was invited to get a sneak peek at Tommy Bahama’s new product line for men, women and pets.
Tommy Bahama is not a real person; he is the personification of a lifestyle. According to the brand founders, he’s “a character for whom life is one long weekend.” Quite fitting for Hilton Head, isn’t it?
When deciding on a location for shooting Menella and her team considered weather, infrastructure, transportation and geography. On the day of the shoot, it was ideal island weather – warm and bright with lots of sunshine. It was a perfect day for shooting outside, and they chose a lovely waterfront home with an infinity-edge pool, a dock and grounds generous enough to accommodate a large crew with cameras and equipment. The home’s surroundings and the island’s upscale reputation added to the reasons why the location was selected.
“We look for an authentic lifestyle that matches the value of the brand, and Hilton Head Island is all of that and more,” Mennella said. “Hilton Head living is warm, relaxed and inviting, which aligns perfectly with Tommy Bahama.”
Adults who are passionate about living an authentic, easy-living lifestyle encapsulate a true Tommy Bahama customer. Recently the brand also has extended to serve women as well as men. With new creations like its IslandZone collection, which is a newer extension that offers women performance fabrics that can be worn in many settings, it’s extending and enhancing its brand so everyone can experience the Tommy Bahama lifestyle. It’s also made to last.
“Tommy Bahama is a generational brand,” Mennella said. “It is the kind of brand that gives you your favorite linen top that will soon be your child’s favorite linen top, and then your grandchild’s, and soon your great-grandchild’s favorite vintage top.”
Did you know?
Tommy Bahama is owned by Atlanta-based Oxford Industries, a publicly held company (Ticker: OXM) that also owns Lilly Pulitzer, Johnny Was, Southern Tide, the Beaufort Bonnet Company and Duck Head.