Hilfiger returns to New York with a new logo and focused on the metaverse

With a new logo and with eyes set on the metaverse, Tommy Hilfiger returned to New York Fashion Week with a collection that seeks to reinvent the brand.

For three years the American designer was absent from the runways of the Big Apple, along with other heavyweights of fashion, including Ralph Lauren and Calvin Klein.

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

While the designer recognizes Paris as the fashion capital of the world, he says that New York is at its epicenter for its “pop culture, fashion or music, entertainment, its renown.”

His presentation on Sunday took its inspiration from Andy Warhol, whom Hilfiger dubs the king of world pop art.

Although most designer houses presented their spring-summer 2023 collections, Hilfiger chose to present with a fall collection that better reflects changing temperature conditions while allowing viewers to shop in real time.

– Back to basics –

Persistent rains threatened outdoor performances along the East River as fog obscured Manhattan’s skyscrapers in the distance.

But between the presentation of a DJ, a ‘drag queen’ and with Travis Barker on percussion, the attendees were able to distract themselves from the rain.

As a remix of Beyonce’s latest hit “Break My Soul” played in the background with Madonna’s classic “Vogue,” Hilfiger ushered in a return to form, with new versions of horizontally striped sweatshirts and polo shirts, as well as the big coats checkered, which saw him reinvent and embrace hip hop in the 1990s and early 2000s.

To accessorize the classics, the designer showcased a range of ties, long gloves, large scarves and heavy necklaces, which adorned a variety of models spanning all genders and body types.

“I went back to my archive with my team of designers,” said the creator whose brand, like Calvin Klein, is part of the German group PVH, whose global boutiques sold $9.3 billion in 2021.

“And we took everything that was successful 25 or 30 years ago to make it relevant today.”

– Metaverse –

Sunday’s news included a new Hilfiger monogram, though the brand’s iconic logo is still around.

And to add a final touch of modernity, a virtual show took place in parallel in the metaverse in the avatar-filled Roblox platform video game.

“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 wouldn’t normally reach through physical fashion,” Hilfiger said.