Tommy Hilfiger begins a new era with cruise season. The brand responds to the popularity of its Tommy Jeans capsule collections by rebranding its Hilfiger Denim line as such.
Tommy Hilfiger chief brand officer Avery Baker explains, “We have built a significant global denim business that celebrates our brand DNA and heritage, and resonates strongly with Tommy fans around the world.”
Baker continues, “There is tremendous momentum around this business, driven by a fresh new product strategy and a new wave of influencers. This transition reflects our commitment to accelerate growth and demand for Tommy Jeans with young millennial and Gen Z consumers globally.”
Meanwhile, Hilfiger adds that “Denim has always been a staple at the heart of our classic American cool style.” The designer explains, “Bringing our original denim label back to the forefront recognizes our long history of celebrating pop culture with inspiring and unique denim styles that our consumers love.” Tommy Jeans’ cruise 2018 collection features the label’s iconic pieces revisited. Sports influences meet preppy style as model William Los stars in the season’s lookbook.
Tommy Jeans Cruise 2018 Collection
