Tommy Hilfiger has committed to the New York Fashion Week tents for February, even as other designers mull over whether to show in Bryant Park.
This appears to be a case of seized opportunity by the designer, who has taken the 10 a.m. slot on Feb. 19 that belonged to Vera Wang. She decided this week to withdraw from the tents, seeking to convey a more intimate mood in a smaller show that is “more appropriate for these times,” she said. Wang is moving the show to her new Mercer Street store.
Hilfiger will be back in Bryant Park for the first time in three years. Not one to have low-key gatherings, he opted to present his last two collections at Lincoln Center on Manhattan’s Upper West Side. Eva Mendes, Hilary Swank, Pharrell Williams and Julianne Moore are among the celebrities who have caught recent shows.
In the main tent, Hilfiger can seat as many as 1,200 people. “The past few seasons have been significant for us as a brand as we’ve reestablished our runway presence in iconic off-site venues,” said Avery Baker, executive vice president of global marketing and communications at Tommy Hilfiger. “It is now time for us to return to the tents at Bryant Park. There are tremendous economic and logistical benefits to showing in the tents, and we have always appreciated and admired [producer] IMG Fashion’s dedication to designers. At times like this, it is especially important for those in the fashion community to support each other.”
Tommy Hilfiger is said to be in the midst of formulating a rebranding campaign with Radical Media. A company spokesman declined comment.
Expressing her delight with the Bryant Park decision, Fern Mallis, senior vice president of IMG Fashion, said Hilfiger “is getting behind the label and the business in a big way. It feels like it’s going to be a Tommy moment again.”
In other fashion week developments, Mallis said IMG Fashion is trying to set up a site for presentations “in or close” to Bryant Park. “That seems to be what many in the industry are looking for now,” she said. “Numbers are not an issue with presentations. They’re very user-friendly. People can go in and walk through them quickly.”