AS THE TOMMY HILFIGER BRAND RETURNS TO INDONESIA, DAMAN ONCE AGAIN CHATS WITH THE MAN BEHIND THE BRAND
As Tommy Hilfiger returns to Indonesia, we once again chat with the man behind the brand about his vision and collection
T ommy Hilfiger is on a roll. The TommyNow experiential runway event, for one, will travel to China this September following the brand’s commitment to focus on the Asia Pacific region. Then there’s the collaborative collections, including the new Tommy X Lewis featuring designs by Formula One world champion and Tommy Hilfiger brand ambassador Lewis Hamilton.
Moving closer to home, we’ve just witnessed the re-launch of the brand right here in Jakarta. Naturally, this presented us the perfect opportunity to touch base once again with Tommy Hilfiger himself.
DAMAN: What are the main differences between Tommy Hilfiger now and when you started the brand?
Tommy Hilfiger: Since founding the brand, our inspiration has always been rooted in “classic American cool” style. Our success has come from staying true to our DNA and heritage by celebrating individuality, relentless optimism and breaking conventions. Every collection is about reinventing classic, iconic pieces with cool injections that celebrate the pop culture of now with a very inclusive and global outlook.
DA: What are the values and strengths you look for when choosing a brand ambassador?
TH: The drive to succeed is a quality shared by our family of brand ambassadors this season, which includes Formula One team Mercedes-AMG Petronas Motorsport, British racer Lewis Hamilton, international supermodel Gigi Hadid, Hong Kong actor Shawn Yue and American musician/producer duo The Chainsmokers. They have all built their careers by working extremely hard, with passion and dedication. They make every opportunity count and never hesitate to take risks along the way. This is something we have in common and the reason I am excited to partner with all of them.
DA: Could you tell us a bit about your latest seasonal collection?
TH: The spring 2018 collection celebrates my love of motor sports, where speed and immediacy fuse with a touch of vintage nostalgia. There’s a nod to the Formula One racing pit crew, with heritage workwear and a strong focus on denim. Street styles are born from the iconic shapes, bold colors and streamlined graphics of speed racers. We looked at the traditional American automobile culture and reinvented its clothing to create a collection that fulfills the needs of today’s fast-paced lifestyle.
DA: How is the Indonesian market different from other Asian countries?
TH: It’s exciting to see consumers in Indonesia use fashion to express individuality with a twist and show off their distinct personal styles. I always love to see how consumers in different countries interpret pieces from our collections.
DA: How has the typical “Tommy Guy” evolved over the years?
TH: Men are putting more time into their own personal style and want to have fun with fashion. This allows us to experiment with unexpected prints, colors and silhouettes.
DA: With your strong connection to music, if you were to create a soundtrack for this new partnership with MB and Lewis Hamilton, what would it be?
TH: “Hold on To Your Hat” by the Rolling Stones, “Drive My Car” by The Beatles and “Born to be Wild” by Steppenwolf.
“IT’S EXCITING TO SEE CONSUMERS IN INDONESIA USE FASHION TO EXPRESS INDIVIDUALITY WITH A TWIST AND SHOW OFF THEIR DISTINCT PERSONAL STYLES”