fbpx
Absa Bank Kenya Partners with Huawei to Build a New Digital Foundation for Branch NetworksRead more Stylish and compact, these new Canon instant printers make creative pursuits easyRead more Nigerian Law Enforcement agencies open investigations on Hawilti and company executives for criminal breach of trust, cheating, defrauding investors schemeRead more Famine looms in Somalia, but many ‘hunger hotspots’ are in deep troubleRead more Launch of the 3rd Edition of the Choiseul Africa Business Forum, a Must-Attend Event for the Business Community in Africa October 19th & 20th, 2022 in Casablanca, MoroccoRead more World’s Biggest Afrobeats Music Festival Afro Nation Extends Partnership with APO Group until 2025Read more Master Trainer (MT) National Meeting on Sustainable Coffee Practices Organized by The International Islamic Trade Finance Corporation in Collaboration with The Sustainable Coffee Platform of Indonesia (SCOPI)Read more Thai Ambassador met the Thai Community in Dar es Salaam and Zanzibar and visited the Buddhist Temple in TanzaniaRead more Generation Africa awards US$100,000 to two young agripreneurs from Kenya and Uganda in the fourth annual GoGettaz Agripreneur Prize Competition at the African Green Revolution Forum Summit in Kigali, RwandaRead more Medicaid Cancer Foundation and AstraZeneca celebrate Prostate Cancer Awareness month with the launch of Project Icon NigeriaRead more

Hilfiger returns to New York with a new logo and metaverse focus

show caption
Although most labels are presenting their spring-summer 2023 collections, Hilfiger chose to show a fall collection that better reflected the current changing temperatures -- and also allowed spectators to purchase items in real time./AFP
Print Friendly and PDF

Sep 13, 2022 - 02:58 AM

NEW YORK — With a new logo and eyes on the metaverse, Tommy Hilfiger returned to New York’s Fashion Week, presenting a collection that seeks to reinvent his brand.

The American designer had not shown a collection on the catwalks of New York in three years, among the heavy-hitters including Ralph Lauren and Calvin Klein who opted out.

“We started the brand in New York — it is my home,” Hilfiger told AFP, explaining his decision to return.

While the designer grants Paris the distinction of global fashion capital, he says New York is at its epicenter, for “pop culture, fashion or music, entertainment, celebrity.”

His show on Sunday drew inspiration from Andy Warhol, who Hilfiger dubbed the world’s pop art king.

Although most labels are presenting their spring-summer 2023 collections, Hilfiger chose to show a fall collection that better reflected the current changing temperatures — and also allowed spectators to purchase items in real time.

Back to basics 

Persistent showers threatened the outdoor show on the banks of the East River, as fog obscured Manhattan’s skyscrapers in the distance.

But between a DJ, drag queen performance and Travis Barker on the drums, those in attendance could be distracted from getting soaked.

As a remix of Beyonce’s latest hit “Break My Soul” with Madonna’s “Vogue” pumped in the background, Hilfiger introduced a return to form, with new takes on the horizontally striped sweatshirts and polos, or large-checked coats, that saw him reinvent prep and embrace hip hop in the 1990s and early 2000s.

To accessorize the classics the designer showed a playful line of ties, long-sleeved gloves, large scarves and heavy necklaces, which adorned a diverse parade of models spanning gender and body type.

“I went back to my archive with my design team,” said the designer whose brand, like Calvin Klein, is owned by the Dutch group PVH, and whose global retail sales notched $9.3 billion in 2021.

“And we took everything that was great 25-30 years ago and made it relevant for today.”

Metaverse 

Sunday’s novelties included a new Hilfiger monogram, although the brand’s iconic logo is still in circulation.

And to add a final touch of modernity, a parallel, virtual show took place simultaneously on the metaverse, on the video game platform Roblox that’s populated with avatars.

“If you look at the millions of gamers in the world — many of them in Asia, by the way — you’re reaching an audience that you would not normally reach through physical fashion,” Hilfiger said.

MAORANDCITIES.COM uses both Facebook and Disqus comment systems to make it easier for you to contribute. We encourage all readers to share their views on our articles and blog posts. All comments should be relevant to the topic. By posting, you agree to our Privacy Policy. We are committed to maintaining a lively but civil forum for discussion, so we ask you to avoid personal attacks, name-calling, foul language or other inappropriate behavior. Please keep your comments relevant and respectful. By leaving the ‘Post to Facebook’ box selected – when using Facebook comment system – your comment will be published to your Facebook profile in addition to the space below. If you encounter a comment that is abusive, click the “X” in the upper right corner of the Facebook comment box to report spam or abuse. You can also email us.