How the popular brand has maintained its image over the years…
The iconic red, white and blue logo of Tommy Hilfiger is still a trademark in the fashion world. The famous fashion brand was founded and self-named after Thomas Jacob Hilfiger in 1985, which consumers are always reminded of when they see his name printed on all of his garments. The designer prides himself on his unique and preppy designs, in which he draws inspiration from conventional Ivy League dress – one can only envisage Gossip Girl’s Blair Waldorf as the perfect modern example – yet injects such garments with a ‘modern and cool’ twist through his use of contemporary cuts and bold, block colours.
A pivotal and defining moment for the Tommy Hilfiger brand was in the March 1994 episode of Saturday Night Live, in which Snoop Dogg wore a “Tommy” t-shirt for the world to see. Hilfiger’s sales greatly accelerated after this; the brand no longer being seen as solely for the middle-aged, middle-class male, and the decision to create baggier styles rendered them accessible to all. This is only one example of Hilfiger’s link to music; due to him being a self-proclaimed rock and roll lover, he was one of the first designers to use celebrities in his marketing, ranging from Britney Spears to David Bowie.
Hilfiger stated that ‘preppy stands for optimism, confidence, energy and authenticity’, giving an indication as to why he chose to collaborate with American supermodel Gigi Hadid, who could perhaps be seen as the human embodiment of such qualities. Over his career, Hilfiger has of course had many successful shows, however the Tommyland Show Spring 2017, which featured Hadid and her younger sister Bella, is one to be noted. The staple prints of the Tommy red and white are seen throughout the collection; these timeless colours are mixed with the modernity found in the cut of a cropped vest, or a skirt clinched in at the waist. Using acclaimed supermodels acts as a bridge for Tommy Hilfiger; the brand can stay connected to the current consumers of fashion, and thus prevent the risk of it being perceived as ‘uncool’, as it was once deemed to be.
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