British supermodel Campbell turned heads on the smoke machine-filled catwalk at the Tate Modern, opening the show in a neon yellow and camel outfit from the brand’s TOMMYNOW line.
The runway had a diverse feel – as Hilfiger is famous for – featuring Winnie Harlow, Halima Aden, Luka Sabbat and Jourdan Dunn, along with British ‘it’ girls Lottie Moss, Georgia May Jagger and Pixie Geldof, and Australian Jordan Barrett.
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A total of 94 models sported the “see now, buy now” spring ’20 range, which was timed with its release into Hilfiger’s stores worldwide and lifestreamed online, effectively bringing the front row to social media.
Returning to London Fashion Week after seven seasons, Hilfiger’s show took inspo from the weather (the hazy London smog, for one) and had a decidedly British feel.
London is, of course, Hamilton’s home town, and the latest stop for Hilfiger’s runway extravaganza, which was staged in New York last season (for the brand’s previous line with Euphoria star Zendaya), after Venice Beach, and Shanghai.
Models strutted the concrete runway inside two underground enclosures (dubbed “The Tanks”) at the Tate, as Arctic Monkeys, David Bowie and Rolling Stones songs blasted from the speakers.
Sparking a near-frenzy on Instagram, Hilfiger and Hamilton also co-designed pieces with rising music star H.E.R (“she’s on her trajectory now,” Hilfiger said).
One long-sleeved top, for instance, featured a lyric from H.E.R’s song Hard Place: “My heart or you I’m gonna lose”.
“We created streetwear back in the 90s but he (Hamilton) brought an urban chic idea to me, which was his version of streetwear, and we made it modern and relevant for today,” Hilfiger told News Corp, speaking at the brand’s London headquarters.
“And we took it to another level with unisex, genderless, added neons, oversized,” he continued.
“We’re living in a world were all the rules … are abolished,” Hilfiger said, sitting on a leather couch in his brand’s London studio, wearing a blazer and black-rimmed glasses.
“We’re writing a new chapter in life – it’s about sustainability, it’s about living in a genderless society where age, size, background doesn’t really matter.”
Hilfiger, who recently visited Sydney and Melbourne, said Australia was one of his strongest markets, where shoppers were drawn to jeans, T-shirts, and sneakers in sales trends similar to California.
“They’re so casual, they love fun, they love colour, they’re very cotton-oriented, which is very American, very LA,” Hilfiger said.
“They like anything sporty and they like nautical, everyone’s on the water all the time.”
This also marked Hilfiger and Hamilton’s most sustainable collection to date (Mercedes driver Hamilton famously went vegan in 2017).
It features pieces made of organic cotton, recycled materials and low-impact denim washes, and the brand offset carbon emissions from the London show to fund water purifiers in Cambodia.
TOMMYXLEWISXHER is available globally in stores and online now. This writer attended the show as a guest of Tommy Hilfiger.