STYLE AND CULTURE
CULT BRAND: TOMMY HILFIGER
By Kasia Hastings, 21 September 2018
Whether it’s a small flag stitched into a shirt breast, a heavy graphic printed across a sweatshirt or simply its signature colour-blocking, Hilfiger’s designs were unmistakable. They became synonymous with wealth and success which popularised them beyond American’s white picket fences.
Not content with riding the old-school revival, its commander-in-chief has continued to evolve his vision of Americana to keep Hilfiger fresh. The designer has transformed its runway shows into global events, moving them out of traditional fashion week locations and turning them into concert-scale productions in Shanghai and California with performances from the Rolling Stones and Bruno Mars.
Celebrity collaborations and even a 23-piece teched-up 'smart' Tommy Jeans collection fitted with a Bluetooth chip to track your movements signal that Hilfiger shows no sign of resting on his three decades of success. But it is, undoubtedly, its coppable 90s styles that remain Hilfiger’s hottest property.