Tommy Hilfiger’s Homecoming Show Marks the Beginning of a New Era in All-American Fashion
Apr
Tommy Hilfiger has embarked on a new journey for his eponymous brand, and he chose to kickstart this chapter by returning to his roots.
In a grand event on Friday evening, the iconic fashion designer presented his first runway show in New York City in over a year. It was only the second show since the onset of the COVID-19 pandemic nearly four years ago. Hilfiger selected Manhattan’s Grand Central Oyster Bar as the venue for his ritzy Fall-Winter 2024 fashion show, a location deeply embedded within the city’s cultural fabric and close to his heart. The choice to return to New York City was a deliberate one for Hilfiger, who sees it as a symbolic homecoming to where his fashion journey began.
The Fall-Winter 2024 collection marks a significant shift for Hilfiger’s brand initiatives. While the company has predominantly followed a “see now, buy now” format since 2017, unveiling collections available for immediate purchase after the show, this season sees a return to the traditional fashion calendar. However, Hilfiger maintains an element of immediacy by ensuring that certain pieces showcased on the runway are immediately shoppable, reflecting the brand’s commitment to accessibility and inclusivity.
From streetwear to sailing gear to sporty and preppy styles, the Tommy Hilfiger brand embodies a broad lifestyle universe rather than just a fashion label. It’s this lifestyle-driven approach, emphasizing feeling over fashion, that has contributed to Hilfiger’s enduring success.
At the Fall-Winter 2024 show, Hilfiger’s newest muse and ambassador, Sofia Richie Grainge, graced the event alongside a diverse lineup of talent and members of the “Tommy family.” The attendees included actors, musicians, TikTok stars, and renowned models, embodying the brand’s inclusive ethos and broad appeal.
Richie Grainge’s presence at the show signals a new era for Hilfiger’s brand collaborations and creative direction. As she assumes her role as a central creator and spokesperson, Richie Grainge brings her distinctive style and influence to the brand, promising exciting collaborations and designs in the future.
With a refreshed aesthetic and a focus on polished metropolitan prep, Hilfiger’s Fall-Winter 2024 collection marks the beginning of an exciting new chapter for the iconic American fashion house.