Suki and Immy Waterhouse modeling Tommy Hilfiger for mytheresa.com, 2015.
Tommy Hilfiger is bringing back memories from one of its most prominent pop culture moments. With branding more important than ever in the fashion industry, it’s no wonder that ‘90s logo mania is having a moment. Calvin Klein just enjoyed a wildly successful initiative when they enlisted the likes of Justin Bieber and Kendall Jenner for their most recent campaigns. Sales surged and according to Racked there are over 179 000 Instagram posts captioned #MyCalvins.
Tommy Hilfiger joined ranks with mytheresa.com to release a label laden capsule collection, including the famed bandeau popularized by the late Aaliyah.
Hilfiger otherwise known for preppy polos, enjoyed an authentic injection of cool during this time, with everyone from Snoop Dogg to Salt N Pepper’s Spinderella sporting the logo. Then there’s the moment Kate Moss strutted down the S/S 1997 Hilfiger runway while Naughty by Nature rapped alongside her.
In spite of the success enjoyed through this classic Americana prep meets hip hop phase, in 2014, Hilfiger reportedly told Bloomberg news that the shift detracted from his brand vision and regarded it as a lesson learned. “Look, it fueled a lot of growth, but it took us away from our roots,” said Hilfiger. “When people ask me advice, I say stick to who you are. Stick to your guns. There is an image and attitude to most brands, and that’s really important. I like to stick to my heritage and not chase trends, and at that point we were chasing trends. Chasing trends was easy, but it was dangerous. It’s more important to me now to be consistent.”
In Hilfiger’s last F/W showing at NYFW, models of the moment walked a football field in letterman jackets and covetable separates. Trend chasing or not, the designer has consistently and successfully pulled from the youthful, plugged in sensibilities of that time and fused it with the classic Tommy aesthetic in a way that makes their pieces fresh statements and wardrobe staples all in the same breath.
Sisters Immy and Suki Waterhouse front the eight piece capsule collection, consisting of crop tops and ‘H’ emblazoned letterman jackets that are as covetable as they are cool.
(L) Snoop Dogg, 1990s. (R) Aaliyah, 1997.
Kate Moss and Treach from Naughty by Nature on the S/S 1997 Tommy Hilfiger runway.