With a new logo and a look at the metaverse, Tommy Hilfiger returned to New York Fashion Week with a collection designed to reinvent his brand.
The American designer hasn’t shown a collection on the New York catwalk in three years, joining big names like Ralph Lauren and Calvin Klein who decided not to take part.
“We started the brand in New York – it’s my home,” Hilfiger told AFP, justifying his decision to return.
While crediting Paris with being the fashion capital of the world, the designer said that New York is the epicenter for “pop culture, fashion, music, entertainment and celebrity.”
His Sunday show was inspired by Andy Warhol, whom Hilfiger called the king of pop art in the world.
Although most labels presented their spring/summer 2023 collections, Hilfiger opted for a fall collection that better reflects the current temperature fluctuations – and gave viewers the opportunity to buy items in real time.
Back to basics
Persistent rain showers threatened the show outdoors on the banks of the East River, while fog obscured Manhattan skyscrapers in the distance.
But a DJ interlude, a drag queen performance and Travis Barker on drums managed to keep those in attendance from getting soaked.
While a remix of Beyonce’s current hit “Break My Soul” played in the background with Madonna’s “Vogue,” Hilfiger unveiled a return to form with new versions of the horizontally striped sweatshirts and polos or big-plaid coats he wore in the 1990s and ’90s early 2000s reinvented prep and incorporated hip-hop.
To complement the classics with accessories, the designer showed off a playful array of ties, long-sleeved gloves, large scarves and heavy necklaces, worn by an eclectic parade of models of different genders and body types.
“I went back to my archive with my design team,” said the designer, whose brand, like Calvin Klein, is owned by Dutch group PVH and whose global retail sales in 2021 were $9.3 billion .
“We took everything that was great 25-30 years ago and made it relevant for today.”
metaverse
Sunday’s novelties included a new Hilfiger monogram, although the brand’s familiar logo remains in circulation.
And to give it a modern twist, a parallel virtual show took place in the Metaverse, on the Roblox video game platform, populated by avatars.
“When you look at the millions of gamers in the world – many of them in Asia, by the way – you reach an audience that you wouldn’t normally reach with physical fashion,” said Hilfiger. (AFP)
This translated article originally appeared on FashionUnited.uk.