Tommy Hilfiger Fall Winter 2024-2025 “Affordable Luxury” New concept and new success. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Tommy Hilfiger.
Tommy Hilfiger is elevating the brand with the introduction of an “Affordable Luxury” concept this holiday season. In a bold move, Hilfiger extended exclusive invitations to customers in New York and Paris, welcoming them into his flagship stores for a lavish event. This initiative marks the brand’s inaugural foray into the upper echelons of luxury. The experience was astonishingly premium, featuring an array of personal shoppers, top-tier champagne, and enchanting performances of Frank Sinatra songs by charming vocalists. Adding a touch of personalized opulence, attendees were gifted leather wallets embossed with gold, a gesture reminiscent of the high standards seen at luxury stalwarts like Louis Vuitton. This strategic shift not only signifies Tommy Hilfiger’s ambition to redefine its market position but also showcases a commitment to providing an unparalleled shopping experience.
And I have to add here that this bold move totally worked. My credit card was “smoking” passing through the machine a hundred times.
Tommy Hilfiger’s Fall Winter 2024-2025 collection, introduced under the “Affordable Luxury” concept, marks a significant pivot in the brand’s positioning, blending high-quality craftsmanship with accessibility. The unveiling took place at the iconic Oyster Bar in Grand Central, New York, transforming it into “The Tommy” club for an evening that highlighted the brand’s deep roots in New York’s fashion culture. The event featured performances by Questlove and Jon Batiste.
This season, Hilfiger revisits the ’90s prep classics with a fresh lens, emphasizing roomy fits and comfortable fabrics. The collection features rugby shirts, blazers, chinos, and varsity jackets in corduroy and herringbone, alongside tailored women’s coats in wool, checks, and tweeds. Emphasis was placed on creating versatile pieces that merge traditional American preppy style with contemporary design elements. This approach not only appeals to long-time fans of the brand but also to a newer, younger audience seeking quality and style in their everyday wardrobe.
A notable aspect of this collection is Hilfiger’s continued use of the “see now, buy now” model, allowing attendees to purchase items immediately. This strategy aligns with modern consumer expectations for immediacy and reflects the brand’s adaptation to changing market dynamics.
The “Affordable Luxury” concept represents a strategic move by Tommy Hilfiger to make high-end fashion more inclusive. By offering pieces that are both stylish and accessible, the brand is positioning itself to broaden its appeal and reach a wider audience. This collection signifies a commitment to providing consumers with luxury experiences that are within reach, emphasizing the importance of value in the luxury market.
The event’s success and the collection’s reception highlight Tommy Hilfiger’s ability to stay relevant and innovate within the competitive fashion industry. By leveraging its New York heritage and adapting to current trends and consumer demands, Hilfiger sets a precedent for how established brands can evolve while staying true to their core values.
Fall Winter 2024-2025 collection underlines Tommy Hilfiger’s commitment to democratizing luxury fashion, offering a blend of quality, style, and accessibility that resonates with a broad demographic. This strategic direction not only reinforces the brand’s position in the market but also sets a new standard for the concept of “Affordable Luxury” in the fashion industry.