The Art of the Rebrand: Tommy Hilfiger
BY: MICHAEL JOERRES | ALL IMAGES COURTESY OF TOMMY HILFIGER
Tommy Hilfiger got the Gvasalia brother’s stamp of approval in the form of a collaboration with Vetements for their Fall 2017 collection. A nod from Demna and Guram is worth its weight in gold today; receiving their blessing reacquainted the streetwear set with an iconic brand that has long been out of the fashion spotlight. Vetements affiliation aside, Tommy Hilfiger is disruptive in its own right, taking strides to captivate a young, digital consumer.
Hilfiger’s Spring 2018 show, his most recent offering, closed out London Fashion Week while encapsulating the brand’s decidedly Instagrammable message. At the iconic Roundhouse, the experience was dubbed RockCircus, and it was a circus indeed.The show, a part of the brand’s Tommy Now effort, offered customers and attendees the opportunity to buy looks directly off the runway. Over the past 18 months, Tommy has enlisted the help of Gigi Hadid for their Tommy x Gigi capsule collections co-designed by the model herself. Gigi opened the London show, quickly followed by her sister Bella and brother Anwar. Tommy Now has incorporated other tech elements with Tommy Now Snap, a platform that allows users to take pictures of Tommy Hilfiger looks on screen or in real life to shop instantly. With TMY.GRL and TMY.BOY, users can receive styling advice via AI on Facebook Messenger.This is a new era of Tommy Hilfiger, an era in which the designer is wholeheartedly embracing the digital age.
The chart-topping Chainsmokers are the most recent brand ambassadors. Visitors to Tommy.com can shop the looks of Drew Taggart and Alex Pall, the guest editors of the Tommy Blog. The blog houses editorial content that spans from wellness tips to a travel diary from Presley Gerber. Rumors have been floating around that one of the Internet’s favorite personalities, The Fat Jew, is working on a project with Tommy. We’re going to be seeing a lot more of a different kind of red, white and blue flag.