Tommy Hifiger wants a piece of the quiet luxury fashion giant.
On Friday night, he took over the cavernous Grand Central Oyster Bar to show off his fall collection, creating an elevated atmosphere with martinis and champagne, and even re-covering the restaurant's seats in the brand's blue Tommy stripe for the show and its guests, including its new ambassador, Sophia Richie Grainge.
After the runway, Jon Batiste got the party started, dancing down the aisles singing his hit “Freedom” while modeling a patched Hilfiger varsity jacket, and even got some fashion insiders to stand up and dance.
Women's clothing certainly seemed elevated, with oversized blazers with safety pins, loose suits, long pleated belted skirts and wide corduroy miniskirts, thick striped cashmere sweaters, double-faced wool coats and bomber jackets that were pillars of cool girl brands like Khaite. , Toteme and The Frankie Store.
The price will also be a little higher than Tommy Hilfiger's previous core collections, ranging from $99 polos to $1,400, but less than some of the other brands selling the style.
Hilfiger refined his vision of sports training, giving it a more collegiate feel, with lots of varsity jackets, rugby shirts, polos, high-waisted pleated khaki pants, sailor stripes and repp.
“If you look at the prices in the luxury market, they are unattainable and they can get away with it thanks to their customer base,” Hilfiger said. “That's why we want to offer them affordable luxury and the best premium product there is… something they can have forever: timeless classics with a modern twist.”
The show included Grainge, Becky G, Damson Idris, Win Metatwin, Kelly Rutherford, Quest Love and more.
Becky G, Kelly Rutherford and Sofia Richie Grainge at the Tommy Hilfiger Fall 2024 ready-to-wear show
Nina Westervelt/World Water Day
The two-year collaboration between Hilfiger and Grainge will culminate in co-designed collections and curations starting in the summer.
“We really believe she is in the middle of the zeitgeist,” he said.
It was clear to the men that Tommy had grown up. Although the brand's “classic American cool” feel, as the designer described it, was still evident, boxy suits, high-waisted chinos, unbuttoned ties and baggy, pleated pants served to elevate the offering.
Long wool and cashmere coats, updated varsity jackets, trench coats, and corduroy suits felt sleek and chic, but they didn't lose their youthful energy or joyful spirit.
Generally speaking, Hilfiger's men's business has always outperformed its women's business, “but ultimately it should be the opposite. And in Europe we have gained a lot of traction in the women's sector,” she stated.
This fall collection should be a start to attracting new eyes and customers to the brand.
