It's no secret that all-American brand Tommy Hilfiger is doing as much as it possibly can to stay relevant among Millennials and Gen-Z shoppers in the tepid retail climate. Most notably, Hilfiger has entered a multi-season, "see now, buy now" collaboration with Gigi Hadid — complete with massive, consumer-facing fashion show experiences in New York, Los Angeles and, come fall, London — featuring casual clothing at a price point accessible to many of the model's 39.4 million Instagram followers. In addition, Hilfiger signed on chart-topping, Grammy-winning EDM sensations The Chainsmokers as global brand ambassadors for menswear just last month, hitting another pop culture sweet spot: the music and festival business. Hilfiger also experimented with influencer marketing in the form of an exclusive "InstaPit" for "Instagram content creators" at its Fall 2016 show, which was the first of its kind.
This focus on mass reach and accessibility also led Hilfiger to get back into the streetwear game, reviving its Tommy Jeans collection that was so popular in the '90s, tapping social media-savvy campaign stars like Lucky Blue Smith and Hailey Baldwin. However, you arguably cannot speak of streetwear today without the mention of Vetements, who helped to turn $1,000 hoodies and denim into the most desired luxury items on the market — as well as the coolest among "It" kid types, street style stars and fashion editors alike. It only makes sense that Hilfiger wanted a piece of the action within that demographic, too, and on Friday, the American brand announced that it will be collaborating with Vetements on a small capsule for Spring/Summer 2018, hitting stores in February.
"I was very excited. What they've done is quite genius. They have their own rule book. They do what they want and do it when and how they want," Hilfiger told WWD of the collaboration that is due out this fall. Unlike the successful Tommy x Gigi collection, the Vetements collaboration will fall within the luxury price range, with oversize hoodies retailing for €980, a long-sleeve tee for €630, a dad hat (à la Balenciaga's popular iteration) for €250 and a pair of socks for €90. These pieces will likely have a rabid following among the same folks who lusted after Vetements's infamous "Titanic" sweatshirt and many of its other limited-edition collaborations, and considering Hilfiger's classic brand name, it may quite literally never go out of style.
Now that Hilfiger's got the Instagirls, the ravers and the hypebeasts all on lock, who can he possibly collaborate with next? We'll just have to wait and see.