In the wake of a sportswear-dominated runway show, Tommy Hilfiger held a separate men’s presentation last week to showcase the brand’s tailored clothing.

This story first appeared in the March 19, 2009 issue of WWD. Subscribe Today.

“We want people to see and feel the fabrics, and see more than we can show on the runway,” said Hilfiger, on hand to promote the line. “Here we can style it in a way the clothes would really be worn, and it doesn’t necessarily have to correspond to our women’s wear.”

The tailored line — with preppy style and a modern fit — has been expanded under a license with Marcraft Apparel, now in its second season.

“This has always been an important category for us, but it became too traditional and too basic, so we decided to revamp it,” said Hilfiger. “We wanted new fabrics, new shapes, fits, trims, details and a wide range, rather than just a narrow range of blazers and suits. We wanted trousers, vests, blazers, suits, day to evening.”

And they got it. The brand presented suits for day and evening, as well as tailored separates, including tweed and corduroy pieces, which were styled with sportswear.

Most of the jackets were two-button, notch lapel, with double vents. There were some peak lapels and double-breasted styles in the mix, and a few of the blazers were reversible. Pops of deep color energized traditional pinstripes, tweeds and checks. The evening group included styles with piping and tartan accents.

“I love this jacket with the tartan lapel because it’s classic, but a new classic. It’s modern because it’s formal, but it can be worn with jeans,” said Hilfiger, asked for his favorite look. “I love the gray flannel jacket with the grosgrain piping, I love plaid pants and I love matching the tartan tie with a buffalo shirt, doing something a little quirky,” he said.

While Macy’s Inc. is the exclusive U.S. retail partner for the brand’s sportswear, licensed categories such as the tailored clothing are open to other department stores. However, Hilfiger said he expected Macy’s to take a big position in the line to enhance the companies’ relationship.