Veteran fashion designer Tommy Hilfiger returned to New York Fashion Week this Friday with a show conceived as an experience that mixed entertainment and business, and in which a hundred influencers were as essential as the models.
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Hilfiger transformed the century-old Oyster Bar restaurant at Grand Central Station, designed by Spanish architect Rafael Guastavino, into a custom-made ‘speakeasy’ (secret club), called ‘The Tommy’, to which he invited the celebrities of the moment, and especially those who succeed in social networks.
And the ‘made in USA’ brand par excellence, which has the national colors in its logo, has decided to change the approach it has been promoting for the last seven years, the ‘See now, buy now’, that is, put their collections on sale as soon as the show ends, to join the ‘influencer’ economy.
Hilfiger, 72, behind the scenes, told EFE that these internet experts, most of them in their twenties and with a “tremendous fan base,” would be sitting in the front row wearing clothes from the next season, spring, to “sell the that they are wearing”, while the show would show the fall 2024 collection.
Moda
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The result, in a small space, was noticeable at a glance by the profile of the guests: much younger than on other occasions and with fewer ‘classic’ celebrities, among whom there was no shortage of the powerful editor of Vogue, Anna Wintour, and actresses like Kelly Rutherford, one of the protagonists of ‘Gossip Girl’.
However, when asked about the changes in the sector, Hilfiger was clear that quality comes first: “Celebrities and ‘influencers’ have a lot to do with it, but ultimately, the clothes must be good, otherwise, the ‘influencers’ will not influence and celebrities will not wear it,” he said.
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A who’s who of influence
Among those who raised the most expectations, judging by the crowd of young people roaring at the door of the parade, were the South Korean singers Nayeon and Junho, with 12 and 7 million followers on Instagram, respectively, and the Thai actors Win Metawin ( fifteen). million) and Pond Naavit (3 million).
There was also Sofia Richie Grainge (11 million), daughter of Lionel Richie and abandoned of the ‘silent luxury’ trend that has dominated social networks for months, and who is a current ambassador of the brand along with actor Damson Idris, who films a film about Formula One sponsored by the brand.
There is no room for coincidence with Hilfiger, who has gone from distributing hippie clothing in his adolescence to building a multimillion-dollar empire and assures that he will continue “always” because he is passionate about fashion, also as a business: “Each season is different, each show ‘, every advertising campaign…”, he said.
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“The DNA of the brand goes back almost 40 years, to 1985: we are very clear about the personality, the image and the feeling that people are familiar with and we never want to change that, but we have to evolve and modernize them,” he said the couturier, whose job also involves “recording content.”
The experience presented today was a large production along the lines of his last show in New York, at the end of 2022, in which he transformed a drive-in cinema into a huge Warholian open-air studio; He had previously been absent for three years, since in 2019 he launched a capsule collection with actress Zendaya.
The show, called ‘A New York moment’, showed a totally ‘preppy’ fall collection, with striped polo shirts, V-neck sweaters, chinos, pleated mini skirts or ‘blazers’; It was entertained by the musicians Questlove and Jon Batiste and typical US snacks were served, such as hot dogs and hamburgers.
EFE
2024-02-10 23:39:55
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