Which photographer shot Tommy Hilfiger's iconic 1990s ad campaigns?

Bruce Weber shot Tommy Hilfiger’s iconic 1990s advertising campaigns.

Weber was one of the defining fashion photographers of the era, known for polished, cinematic images that often used natural settings, youthful casts and an unmistakably American mood. That visual language fit Hilfiger’s ambition to position the label as modern American sportswear rather than merely another mall clothing brand.

The campaigns helped connect Hilfiger’s clothes with the broader culture of the 1990s. The company’s marketing increasingly drew on music, celebrity and youth culture, while the brand’s preppy colors and logo became visible in hip-hop, pop and mainstream fashion. Hilfiger also used high-profile models and musicians to make the advertising feel like part of popular culture.

The wording “campaigns” is broader than one individual advertisement: fashion brands routinely work with multiple photographers over time. Still, Bruce Weber is the canonical answer for the question’s well-known 1990s Hilfiger imagery. The alternatives listed—David LaChapelle, Mario Testino and Annie Leibovitz—were major photographers, but they are not the standard association for these Hilfiger campaigns.