Hilfiger Denim has launched a social media campaign, where consumers are encouraged to upload a picture with the hashtag #ThrowbackDenim, inspired by the well-known Throwback Thursday or #TBT tag.

Coinciding with the kick-off of the brand's True to the Blue spring collection, the aim of the Facebook and Instagram campaign is to celebrate the lasting impact of denim, chambray and indigo. For this occasion, Hilfiger Denim will open its design-archive and share favorite styles from the 80s and 90s. In addition, the initiative is supported by international brand ambassadors including musicians, actors and bloggers.

Among all the photos tagged, a trip for two people to California is going to be raffled. The competition run from April 17 to May 9.