Tommy Hifiger wants a piece of the quiet luxury fashion juggernaut.
On Friday night, he took over the cavernous Grand Central Oyster Bar to show his fall collection, setting an elevated mood with martinis and Champagne, and even re-covering the restaurant’s booth seating with on-brand Tommy blue ticking stripe for the show and its guests, including his newest ambassador Sophia Richie Grainge.
After the runway, Jon Batiste kicked off the party, dancing through the aisles singing his hit “Freedom” while modeling a Hilfiger varsity jacket with patches, and even managing to get some of the fashion crowd on its feet and dancing.
The women’s clothes did indeed look elevated, with oversized blazers with safety pin brooches, slouchy suits, belted pleated maxi skirts and wide wale cord miniskirts, chunky cashmere striped sweaters, double faced wool coats and bomber jackets that are mainstays of cool girl brands like Khaite, Toteme and The Frankie Shop.
The pricing will be slightly more elevated than previous Tommy Hilfiger mainline collections, too, from $99 polos to $1,400, but less than some of the other brands selling the look.
Hilfiger refined his take on sporty prep, giving it more of a collegiate feel, with plenty of varsity jackets, rugby shirts, polos, high-waist pleated khaki pants, mariner and repp stripes.
“If you look at the prices in the luxury market, they’re unattainable, and they can get away with it because of their customer base,” Hilfiger said. “So we want to give them affordable luxury and the best premium product out there…something that they can have forever — timeless classics with a modern twist.”
At the show were Grainge, Becky G, Damson Idris, Win Metatwin, Kelly Rutherford, Quest Love and more.
Becky G, Kelly Rutherford and Sofia Richie Grainge at the Tommy Hilfiger Fall 2024 ready-to-wear show
Nina Westervelt/WWD
Hilfiger’s and Grainge’s two-year collaboration will culminate in codesigned collections and curations starting in the summer.
“We really believe in her as being in the middle of the zeitgeist,” he said.
For the men, it was clear that the Tommy guy has grown up. Although the brand’s “American classic cool” feel, as the designer described it, was still evident, the boxy suits, high-waisted chinos, undone ties and slouchy pleated pants served to elevate the offering.
Long wool and cashmere coats, updated varsity jackets, trench coats and corduroy suits felt elegant and chic but didn’t lose their youthful energy or spirit of playfulness.
Big picture, Hilfiger’s men’s business has always outpaced women’s “but ultimately, it should be the opposite. And in Europe, we’ve gotten a lot of traction on women’s,” he said.
This fall collection should be a start at bringing fresh eyes and customers to the brand.
