After collaborating with everyone from Juicy Couture to Comme des Garçons, it was only a matter of time before Vetements teamed up with Tommy Hilfiger. The streetwear label helmed by Demna Gvasalia will produce a unisex collection with the classic American brand for Spring 2018.
Hilfiger revealed the news on his Instagram over the weekend, also giving fans a glimpse of the forthcoming offering, which includes caps, T-shirts, and hoodies. Prices range from $102 for a pair of socks to $1,119 for an oversized raglan-sleeve hoodie.
“What they’ve done is quite genius,” Hilfiger told WWD. “The have their own rule book. They do what they want and do it when and how they want.” He added that after he met Gurum Gvasalia, Vetements’ CEO and brother to Demna, the Zurich-based brand approached him to collaborate. “It’s luxe streetwear. Nobody does it better than these guys,” he said.
The collaboration feels on track for Tommy Hilfiger, who for the past two seasons has enjoyed a wildly successful deal with Gigi Hadid. But it also recalls Burberry’s recent—and unexpected—partnership with Gosha Rubchinskiy, another Eastern European designer whose offerings are similarly streetwear-focused and gender-fluid. Some pegged that union as ironic due to the “chav” nature of the pieces, something that led to an identity crisis of sorts for both Burberry and Tommy Hilfiger around the early aughts. Ultimately though, the collaboration highlights just one of the many ways big fashion houses are attempting to stay relevant and cater to younger masses.
Vetements x Tommy Hilfiger will hit stores like Barneys, Colette, and Harrods in February.