There is that iconic scene in The Devil Wears Prada where the movie’s
antagonist Miranda Priestly says “florals for spring…groundbreaking?” If
Miranda had walked into Tommy Hilfiger’s spring/summer 2017 men’s
presentation she would have strongly reconsidered those words.
The preppy American heritage brand broke ground by shifting away from
things traditionally Tommy, and moving towards a new aesthetic that would
court the younger customer.
While he was going for a younger look, Hilfiger actually took inspiration
from the 70s for this collection, but he also took inspiration from the Ivy
League and some his own classic styles to create a collection for the
modern man. Like many brands nowadays, even legacy brands, Hilfiger wants
the millennial customer. Those who wore Tommy Hilfiger during the 90s have
grown up, some of whom are shopping elsewhere, so it’s time to try to bring
in the younger man to their stores.
While patterns have never been a major motif for the brand, this season we
saw floral, bandana, and linear patterns in unexpected variations. More
traditional items were also seen in the collection, such as selvedge denim
jackets.
“Our Spring ’17 Hilfiger Collection infuses American heritage with pop
culture inspirations,” said Tommy Hilfiger. It’s rooted in our heritage
with bold prints, pop colors, collegiate references and athletic
twists, and modernized to celebrate how men dress today.”
This isn’t your baby boomer’s Tommy Hilfiger, this is Tommy for today’s
young man.
photo via Zenna UPR Belgium