After the huge success of Gigi Hadid and Lewis Hamilton’s respective capsule collections with Tommy Hilfiger, Zendaya has been announced as the new designer for February’s 2019 show. The touring juggernaut – and its incredibly successful see-now-buy-now model which is lauded as the brand’s rapid multimillion dollar resurgence – has seen the show visit Los Angeles, London, Milan and most recently Shanghai. Next year’s show is at an undisclosed location but with Zendaya’s 53 million pull on Instagram, the social-media-based show is tipped to be one of it’s biggest yet.
“Fashion is more than just wearing cool clothes,” the 22-year-old The Greatest Showman actress said in a press release announcing the partnership. “It’s a way to celebrate self-expression and individuality, which is extremely empowering. This is why I am proud to partner with Tommy Hilfiger. “I love to collaborate with people who are passionate about making their dreams a reality and who inspire the next generation to do the same.”
“Zendaya has become a global icon said. “Our capsule collection will fuse her eclectic style with the Americana spirit of our brand.”
In 2016, Hilfiger made the risky and yet clever move to uproot his New York Fashion Week show to Venice Beach in Los Angeles and announced his clothes would be instantly available from the moment they hit the runway. Some baulked at the idea while others marveled as Hilfiger filled its 3000-seats with 2000 influencers and 1000 global fashion media. The result was an international content goldmine and social media was almost a Hilfiger blackout. The decision to then showcase a collection in Shanghai meant targeting the Asian market – and saw his once struggling all-American brand hit the billion-dollar turnover.
Catching Hilfiger for a chat in Venice Beach, GRAZIA asked how he accounts for the brand’s rapid resurgence. Is it a case of – after 20 years – what goes around comes around? Or is his fashion-meets-entertainment spectacle achieving brand awareness by speaking to a new generation? “I think it’s a lot of different things,” he says, his voice quiet. “I think it has to do with the See-Now-Buy-Now element, it has to do with social media, it has to do with the clothes we’re designing which are very relevant for today, they’re digestible, they’re affordable and we also have an iconic heritage we’re celebrating.”