Tommy Hilfiger Flips Its Signature Color
Tommy Hilfiger and fragment design reinterpret the preppy look.
On October 15, the first collaboration collection between Tommy Hilfiger and fragment design, led by Hiroshi Fujiwara, will be unveiled. Drawing on 1990s New York hip-hop culture and American preppy style, it adds fragment design's streetwear sensibility to Tommy Hilfiger's brand heritage. MYTOMMY members can pre-purchase online from October 14.
Reinterpreting a Signature Color
What's notable about this collection is that it reinterprets Tommy Hilfiger's iconic red in Hiroshi Fujiwara's signature light blue. By varying the brand's signature color code of red, white, and navy, it adds a new visual language to its established American preppy image.
Beyond color, the common ground between the two brands also shows in silhouettes and details. Key items include denim-panel outerwear featuring fragment design's double lightning bolt emblem, a polka-dot field jacket, and a cable-knit sweater. Built on relaxed silhouettes, the collection reframes classic preppy style in a streetwear context.
A Collaboration That Began in the Archive
The collection draws on designs inspired by Tommy Hilfiger's early archive and nautical signal flags. The development process, which began in Japan, took shape through joint work at the brand's Amsterdam headquarters. It's a case of maintaining the brand's heritage while reflecting the collaboration partner's design perspective.
Hiroshi Fujiwara and fragment design
Hiroshi Fujiwara is a figure who has shaped Japan's streetwear scene, moving between music and fashion. Influenced by the hip-hop and punk culture he encountered in London in the late 1980s, he contributed to the development of Tokyo's street culture and has collaborated with a range of global brands through fragment design.
fragment design's collaborative approach, symbolized by its double lightning bolt logo, lies in adding new cultural context while preserving the existing brand's identity. Following projects with brands such as Nike and Louis Vuitton, this first collaboration with Tommy Hilfiger presents a meeting point between American preppy and Japanese streetwear.
Insights for Buyers and Retailers
This collaboration is notable for its approach of creating touchpoints with new customers by varying color, graphics, and silhouettes rather than changing the brand's core design elements. In particular, its structure of connecting Tommy Hilfiger's archive with fragment design's streetwear community can serve as a reference when reviewing the customer base and distribution strategy for collaboration products.
