Models splashed in a lagoon surrounded by a sandy boardwalk to end Tommy Hilfiger’s ode to easy island life.
Looking to add some youthful oomph to the heritage brand, Hilfiger built a wooden boardwalk ringed by sand, hung a hammock and constructed a tiki bar in front of a faux sunset.
He sent his models out in multicoloured hats and billowy dresses adorned with flora and fauna inspired by textile artist Josef Frank.
The idea was to vibe off the Caribbean’s Mustique, a playground for rock stars and royalty. And to pay attention to young customers.
A limited-edition silk bomber jacket embroidered with a lion on the back was made available for purchase immediately.
“We basically went back to our roots and made that relevant for today. We decided to really look at our DNA and celebrate who we are as a brand,” Hilfiger said before the show. “When we started doing that, our business just took off again. We elevated everything: the quality, the fit, and we really focused on listening to the customer.”
With new designers sprouting and social media offering a quicker road to success, Hilfiger said his focus is clear.
“Fun, youthful, unique and memorable. It keeps us really on our toes. We should never become complacent, never sit back and relax.
We have to keep thinking of the next, the newest, the next, the newest,” he said.
Among the top models on hand were Gigi Hadid and Victoria Secret’s Behati Prinsloo, who was in the front row before showtime in one of the company’s new bomber jackets. Joe Jonas was there, along with Princess Beatrice of York.
On the catwalk, Hilfiger reinvented the traditional cricket sweater in crochet and polos in netted mesh. T-shirt dresses were done in multicoloured leather and traditional Oxford shirts were treated to some patchwork trim.
And for the feet? Comfy, coloured mules all around.
