When it comes to American fashion, few names are as iconic as Tommy Hilfiger. Since his rise in the 1980s, Hilfiger has shaped and reshaped the narrative of American style, blending classic preppy aesthetics with streetwear, sportswear, and elements of contemporary culture. In 2024, his influence remains unparalleled, as evidenced by his latest show aboard a decommissioned Staten Island ferry—a testament to his ability to reinvigorate American fashion while staying true to his roots. This event was not just a runway show but a cultural moment that echoed the lasting significance of the Hilfiger brand.
New York Fashion Week is often seen as the younger sibling to the illustrious fashion events in Milan and Paris. However, in recent years, it has carved out its own space in the fashion calendar, offering a unique blend of tradition and innovation that perfectly suits the vibrant pulse of the city. In 2024, Tommy Hilfiger’s show was among the most anticipated, and it did not disappoint. The designer managed to bring together his decades-old coalition of style—classic American prep, nautical influences, and a streetwear edge—in a show that felt as sprawling and significant as any from the likes of Vuitton or Prada.
The choice of venue was particularly symbolic. The decommissioned Staten Island ferry, owned by Pete Davidson and SNL’s Colin Jost, served as the perfect setting for a Hilfiger show that was equal parts nostalgic and forward-looking. It wasn’t just a nod to New York’s maritime history but also an embrace of the city’s grittiness. This juxtaposition of high fashion with an unconventional, raw backdrop is exactly what makes Hilfiger’s work so captivating—he manages to capture both the glamour and the grit of American life.
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A New York Fashion Week Highlight
Fashion week in New York often attracts a star-studded audience, and Hilfiger’s 2024 show was no exception. Among the attendees were some of the most prominent figures in entertainment, from Damson Idris, the rising star of the upcoming F1 film, to singer Benson Boone and K-pop sensation Stray Kids.
Not your average commute. @ppnaravit @phuwintang @tawattannn @gemini_ti are fully on board for #TommyHilfiger at #NYFW pic.twitter.com/cbmdiX2pdc
— Tommy Hilfiger (@TommyHilfiger) September 12, 2024
Even Wu-Tang Clan, a group synonymous with New York street culture, performed at the event, cementing Hilfiger’s deep-rooted influence in both fashion and music. The presence of such diverse talent is a testament to Hilfiger’s ability to bridge different cultural worlds—whether it’s the polished preppiness of yachting culture or the edgier vibes of hip-hop.
A Refresh on Preppy Style
The 2024 show itself was a masterclass in Hilfiger’s signature style: preppy, nautical, and polished, but with a modern twist. Hilfiger’s collection leaned into his yachting roots, showcasing big nautical stripes, oversized knitwear, and pieces that felt quintessentially “resortwear.” However, these weren’t the cliched resort outfits that the fashion world has grown accustomed to; instead, they felt relaxed and luxurious, as if they were designed for a leisurely stroll through Saint-Tropez—albeit aboard a weathered New York ferry.
What set this collection apart was Hilfiger’s ability to take something as old-school as preppy style and refresh it for a modern audience. The collection was a celebration of prep’s various iterations over the decades, blending influences from the ‘70s, ‘80s, and ‘90s into a cohesive, exciting whole. By incorporating modern cuts, relaxed trenches, and checkerboard patterns, Hilfiger managed to make preppy feel current, yet timeless. It was classic Tommy Hilfiger, but for the fashion-forward audience of 2024.
The Cycle of Preppy Fashion
After the show, Hilfiger met with journalists high above Madison Avenue, exuding the laid-back confidence of a man who knows his place in fashion history is secure. Dressed in a baseball cap and a baby blue Oxford, he was the epitome of his brand’s ethos—effortlessly cool and unpretentiously stylish. “It’s all cyclical,” he remarked when discussing the enduring appeal of preppy fashion. Over the years, the preppy aesthetic has ebbed and flowed in popularity, but it has never truly gone away. In 2024, it is making a comeback in a big way, driven by Hilfiger’s ability to reinvent it for a new generation.
Hilfiger pointed out that what we consider “preppy” is much broader than it once was. The style has evolved, embracing not just collegiate influences but also streetwear and hip-hop culture. As he pointed to a journalist’s bright green knit tied over the shoulders, he remarked, “See, this is preppy. But in a new way.” This is the genius of Tommy Hilfiger—he takes something familiar and adds just enough of a twist to make it feel fresh and relevant again.
A New York Legacy
Revealing our next show venue: the decommissioned Staten Island Ferry is a true emblem of New York’s waterways #NYFW #TommyHilfiger pic.twitter.com/FA3OsyTccQ
— Tommy Hilfiger (@TommyHilfiger) September 6, 2024
As Hilfiger reminisced about the past, he underscored New York’s role in shaping both his brand and American fashion as a whole. The 1970s, he noted, were a particularly vibrant time in New York, marked by a countercultural movement that evolved into the glittering excess of Studio 54. By the 1980s, the city was at the forefront of the new wave and punk movements, which in turn gave way to the hip-hop explosion of the 1990s. Each of these cultural waves influenced Hilfiger’s designs, and in 2024, New York remains a hotbed of fashion innovation. “I think New York is going through that pivot now. It’s a very exciting place to be,” he said.
Indeed, Hilfiger’s relationship with hip-hop is a key part of his legacy. It was a happy accident that early hip-hop artists gravitated toward the brand in the 1990s, but once Hilfiger recognized the connection, he embraced it wholeheartedly. Raekwon of Wu-Tang Clan was one of the first to wear Hilfiger, and this relationship between the designer and hip-hop culture continues to this day. The presence of Wu-Tang at the 2024 show was not just a nostalgic nod—it was a celebration of an ongoing partnership that has shaped both fashion and music for decades.
