Tommy Hilfiger chats slow fashion
As the world gravitates towards conscious living, the fashion industry is no exception. Tommy Hilfiger shares his approach to slow fashion and leading with purpose
GQ: Your brand has evolved since its launch in 1985 and has moved towards sustainability. How can the industry at large step up the pace?
Tommy Hilfiger: I’ve always been committed to evolving the brand to meet the needs of future generations. Our journey toward sustainability began more than a decade ago, but there’s still – and always will be – a lot more to do because industry-wide change takes time; it can’t happen overnight, and one brand can’t do it alone. But we’ll get there faster by working together and committing to meaningful change at scale.
GQ: Could misconceptions about sustainability stop brands from embracing it? TH: Some brands believe it’s too late to become sustainable, and others that it’s too expensive, both of which we’ve proven false and are keen to share what we’ve learned with the rest of the industry.
GQ: Tell us about the initiatives Tommy Hilfiger has launched including Adaptive, the Fashion Frontier Challenge and the Make it Possible and Peoples’ Place programs?
TH: A key pillar of our Make it Possible program is creating opportunities for all. The purpose of the Fashion Frontier Challenge and Peoples’ Place program is to shape a more inclusive workplace, champion workers’ rights and advance Black, indigenous and people of colour (BIPOC) talent. We believe it’s our responsibility to foster inclusivity and support the underrepresented. more informed than ever before, demanding change and recognising ‘big talk and no walk’ from a mile away. Our campaigns resonate with them because we embed our values in everything we do.
GQ: Tell us about Tommy Hilfiger’s slogan, “Waste Nothing and Welcome All”.
TH: It’s our north star and mission statement, what we believe a more sustainable industry and the rest of the world should strive to do.
For us, sustainability goes beyond focusing on the planet. We’re committed to contributing toward a more socially and environmentally sustainable future.
‘We’ve made tangible social and environmental strides, and I’m excited to see how it inspires our fans’
GQ: What informs your approach to sustainability and inclusivity?
TH: We really listen to our consumers and internal teams.
Our associates were heavily involved in creating our sustainability targets. We consistently encourage them and our fans to use their voices, hold us accountable and challenge our ideas. GQ: Talk us through your Spring 2021 Campaigns, especially the elements Music Takes Us Further and Moving Forward Together?
TH: The world needs to find common ground now more than ever. Music and social activism are potentially two of the greatest unifiers, and we wanted to channel them in our Spring 2021 campaigns. It’s about inspiring consumers to build a better future.
GQ: You partnered with South African musician Dee Koala on your Music Takes Us Further campaign.
TH: I’ve always been obsessed with music. It inspired my journey into fashion – I see it as a powerful tool to move people – and has been part of our brand heritage ever since. Dee Koala is not only an incredible talent but someone who champions self-expression, progress and community.
She uses music as a way to drive positive change and bring people together.
GQ: Tommy Hilfiger continues to elevate the conversation about sustainability, among other themes such as creative expression, cultural diversity, inclusivity and representation. What conversations are people having about your campaigns, and how do they tie in with your Spring 2021 collection?
TH: Every season, we do more to deliver on our promise to ‘Waste
Nothing and Welcome All’. When we designed and planned our Spring 2021 collection, we worked hard to incorporate sustainability in every aspect. This season, we’ve made tangible social and environmental strides, and I’m excited to see how it inspires our fans.
GQ: Share your vision of fashion in the future.
TH: It’ll be mission-driven, meaning consumers will only buy from brands that align with the causes and values most important to them. As an industry, we need to lead with purpose and make a positive difference.