The iconic brand is returning to its roots in more ways than one
Just as anyone enjoys inscribing precious personal pieces with their initials, the world's biggest fashion powerhouses and heritage names are not exempt either. Tommy Hilfiger is the latest brand to jump on the logomania trend, and we're here for it.
Ahead of its New York Fashion Week comeback this September, which will comprise a 'phygital' experience of IRL and virtual experiences, the brand has unveiled its new monogram, created in collaboration with celebrated British illustrator and graphic designer Fergus Purcell.
Something of a centrepiece of the fall/winter 2022 'TH Monogram' collection, the interlocking monogram reimagines the brand's core DNA and exudes a quintessentially collegiate prep sensibility.
Purcell's new design is the result of extensive research into the Tommy Hilfiger archive. “What I love about the brand is its high impact; very colourful, very confident and very immediate.” says Fergus. “These were the inspirations that drove my design, and the desire to make something that was new and iconic but also felt as though it could have existed already. I’m very pleased with the results!”
“Since 1985, the ‘TH’ monogram has stood for authentic prep style, playfully reinvented for all,” comments Tommy Hilfiger. “Fergus Purcell has been a truly inspiring collaborator. His elevated approach and connection to street culture is unique. It has been a joy to reinvent our monogram with him - for 2022 and beyond.”
Photo: Tommy Hilfiger
The collection surrounding the new motif brings a forward-thinking spirit to East Coast heritage with elevated essentials and signature styles for all ages and genders. Premium monogrammed pieces are offered in the brand’s signature burgundy, navy and snow white palette. On puffers, accessories and unisex styles, the monogram is abstracted into an all-over pattern, whilst on the iconic parker and across tailoring, it is depicted as a tonal lattice. Shifts in scale reflect the dynamic versatility of this new brand marker. Just as with the monogram is perfectly imperfect with its differently-sized letters, the collection is infused with unexpected aesthetic twists that disrupt the status quo.
Tommy Hilfiger's return to New York Fashion Week, after three years, will be a 'see now, buy now' showcase that takes over the Skyline Drive-in in Brooklyn, with a simultaneous virtual enactment of the same scene with Roblox avatars in a virtual New York world. Users of the Roblox gaming platform will be able to purchase digital exclusives. Stay tuned to Tommy Hilfiger's channels to discover the live stream on 11 September.