- Kristopher Fraser |
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