(New York) With a new logo and a foot in the virtual world, designer Tommy Hilfiger made his return to New York Fashion Week on Sunday evening, where he presented a collection in search of reinventing his brand.
Posted at 12:39 a.m.
Known for his spectacular shows, the American had not appeared on the catwalks of New York for three years, an absence which weighed, like those of Calvin Klein or Ralph Lauren, on the attractiveness of Fashion. Week.
His false leaps, Tommy Hilfiger attributes them first to his decision to rotate his collections around the world, then to COVID-19. But if he gives Paris the title of “fashion capital of the world”, “New York is the epicenter, for culture, pop culture, fashion, music, entertainment, celebrities”, he added in an interview with AFP.
And “the King of pop art”, he continues, is “Andy Warhol”, the late New York artist who inspired the decor of the parade on Sunday, for this autumn collection. While most brands show their spring-summer 2023 collection, Tommy Hilfiger prefers to sell in stride.
Back to basics
Outdoors, on the banks of the East River, on the Brooklyn side, the show could have been spoiled by the continuous rain that was falling and the fog hiding the skyscrapers of Manhattan in the distance. But between DJ, drag queen and Travis Barker on drums, the spectators quickly forgot that they were soaked under their plastic capes.
On Beyonce’s latest hit, break my soulremixed with vogue by Madonna, they were able to appreciate a form of return to basics at the creator, with sweatshirts and polo shirts with horizontal stripes, or coats with large checks which make the style preppyboth sporty and preppy from the popular brand of the hip-hop universe in the 1990s and 2000s.
Around these classics, the designer plays with accessories, ties, sleeved gloves, large scarves or heavy necklaces around the neck, on men’s and women’s models, of all origins, thin or corpulent, and of all ages.
“I went back to my archives with my creative team. We’ve taken everything that was great 25, 30 years ago and adapted it to our times,” says Tommy Hilfiger, whose brand and sales ($9.3 billion in 2021) are owned by Dutch group PVH. , also owner of Calvin Klein.
Avatars
Among the novelties, a new logo, even if the historic symbol of the brand, the H lying in the colors of America, has not yet been forgotten.
In the shape of a monogram (a T over an H), it was declined in all its forms on Sunday evening, clearly visible in place of the heart or omnipresent on jumpsuits or red, black and white checkered parkas designed as part of a collaboration with British designer Richard Quinn.
And to add a final touch of modernity, the parade took place at the same time in the parallel and virtual world of the metaverse, on the Roblox video game platform populated by avatars, as many players who could afford Hilfiger outfits.
“If you look at the millions of gamers around the world, many of them in Asia by the way, you’re reaching an audience that you wouldn’t initially reach through physical fashion,” explained the creator.