From a vantage point atop a technicolor ferris wheel parked at the end of Pier 16 at South Street Seaport, throngs of Tommy Hilfiger show attendees milled about fanning themselves in the muggy heat as the sun set in the west. Across the East River, Brooklyn offered a glowing Instagram and Snapchat-worthy backdrop, a strategy that was clearly intended to improve brand engagement. In the past year, Tommy Hilfiger has pivoted in a new direction in an attempt to court a younger consumer base, and this carnival extravaganza was the culmination of more than six months’ work.
The clothes themselves were structured along the same lines, as the classic sportswear motif got a youthful upgrade in the form of flattering coveralls in velvet and gold, denim miniskirts, figure-hugging sailor pants, and luxe moto jackets. Looks crossed multiple sport sectors, including track and field and basketball, with options that included cozy oversized hoodies and sweatshirts, silk basketball jerseys, basketball shorts, cropped sweaters, and more.
At this point, Hadid’s partnership with Hilfiger has become entwined with the brand’s evolved DNA, which was radiantly obvious by the fact that every look seemed to have been pulled from her existing wardrobe. But like the chicken and egg conundrum, it’s hard to say at this point if Hadid created the new Hilfiger aesthetic or if Hilfiger created the new Hadid aesthetic. After all, Hilfiger has been happily kitting Hadid out for dozens of public appearances since the announcement of their joint design venture.
