Tommy Hilfiger Stages New York Fashion Week Comeback, Signaling Brand Evolution
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- February 18, 2024
Fashion i Tommy Hilfiger returned to the New York Fashion Week runway in a strategic move celebrating the brand’s homecoming and hinting at a fresh creative direction. Hilfiger transformed the iconic Grand Central Oyster Bar into a bustling showcase for his Fall-Winter 2024 collection, marking a shift away from the “see now, buy now” format that had characterized recent presentations.
This deliberate return to traditional fashion scheduling suggests Hilfiger aims to reposition the collection within the industry’s hierarchy. Still, the brand emphasizes its accessible core offering – pieces worn by front-row guests were shoppable – underscoring how it differentiates itself from luxury labels through a broad lifestyle approach.
Sofia Richie Grainge, Hilfiger’s newest face and collaborator, embodied the new aesthetic: polished sophistication infused with youthful prep. Richie Grainge succeeds Gigi Hadid as a central creative force, a move hinting at the direction of their upcoming collaborative designs.
The collection itself featured tailored classics with elevated detailing: slouchy trousers, oversized coats, and wide collars in a mostly neutral palette punctuated by collegiate reds. “We are American classical,” Hilfiger emphasized, acknowledging the brand’s prep heritage while noting the modern twists woven into each season.
As a New York mainstay, Hilfiger’s enthusiastic return injects a wave of optimism into the occasionally questioned relevance of NYFW. His decision to host such a high-profile show demonstrates ongoing faith in the event’s power to drive the industry forward. It’s a reminder that NYFW, while adapting to new industry models, remains a force – just as Tommy Hilfiger has endured, shifting along with the fashion landscape without sacrificing its distinctive all-American essence.
Ntianu Obiora is a versatile creative professional with over a decade of experience in publishing, marketing, communications, and digital strategy. She is the Online Editor at THEWILL DOWNTOWN
