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Florence

Tommy Hilfiger

Fall 2017 Menswear

Florence

Tommy Hilfiger

Fall 2017 Menswear

Florence

BY William Buckley

January 10, 2017

For the past few seasons Tommy Hilfiger has effected a presence in the European men’s circuit with a dinner during London Fashion Week Men’s.

 

This season though, Hilfiger brought his entire collection to Florence during the Pitti Uomo trade show, with a presentation at one of the ancient city’s most sumptuous palazzos, an honestly bonkers space that has to be seen to be believed.

 

Three collections: Tailored, Sportswear, and the Addition all under one grandiose, vaulted roof replete with billboard installations, racks of the latest and greatest, and Insta-famous models like Presley Gerber and Lucky Blue Smith wearing select looks.

 

Buyers, editors and other influencers sipped that Italian sparkling staple, Prosecco, under two huge golden chandeliers burning a hundred actual candles as Mr. Hilfiger handled wave after wave of well wishers, photographers, instagrammers, and interviewers.

 

So why Pitti, why now, why this? “Timing is everything in this business and we think it’s the right time,” said Hilfiger. “We have our tailored clothing which has really blossomed, we have our sportswear which is our mainstay, and now we have the Addition, which is really reaching back into our archives, taking all the styles that were so meaningful in building our brand, but we’ve modernized them and brought them forward to make them relevant for today,” he continued. “The models, these cool up and coming kids, we want to offer something they’ll want to wear. We’ve played with our proportions to include this oversized look. I love mixing military with prep with sports with elegance and it’s really a total mix of those key tenets of Tommy Hilfiger. And while we’ve updated the collection to appeal to these kids, every single item has our DNA: it’s tartan plaid, red white and blue, buffalo check, puffer jackets, stripes. The quality is incredible, the proportions are modern, the detail is throughout, and its a great mix of all our classics.”

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