Dressed in chinos, a signature button-down shirt and a navy blazer, designer Thomas Jacob “Tommy” Hilfiger presented a relaxed image when he held press interviews in a private villa in Dubai’s Al Qasr hotel this week. He reflected the look and feel of the classic American apparel empire he established in 1985, a brand that is now present in 115 countries and was first seen in the GCC just 10 years ago.
“This region means an enormous amount to our business,” says the 65-year-old. “Timing is everything in the fashion business and when we opened in 2006 we felt it was right. Now we’ve expanded to some 40 stores and our children’s business is on fire. For example, Tommy Hilfiger in Mall of the Emirates is our No 1 store for childrenswear worldwide.”
Apart from marking the label’s anniversary in the Gulf, Hilfiger was in the UAE to take part in a plenary session and receive an award at the 10th edition of the World Retail Congress held in Dubai’s Madinat Jumeirah.
“I’m honoured to be receiving the award on behalf of my team, because they made it all happen, they’re amazing.” he says. “The retail industry is going through a major change right now. It’s never going to be the same again, with e-commerce and social media. The consumer is demanding immediacy and wants instant gratification. They don’t want to see clothes on a runway, then find them in stores six months later. So, in September we will do a fashion show called ‘buy-now-wear-now’.”
Until then, customers in the UAE can head to one of Hilfiger’s flagship stores in Abu Dhabi or Dubai to snap up the current island-themed collection with pieces inspired by Jamaica and St. Barts. The future season will be equally aquatic and beach-friendly, with nautical stripes and sunbleached separates for men, women and children.
When it comes to succession, Hilfiger has no concerns that handing over the creative reigns to another principal designer, one day, will lead to a dilution of the brand.
“We established a language and a signature early on and they will both continue.” he says “Although we may be a bit more modern one season or a bit more vintage another – we’re still niche and we know we have a lot of sporty clothes that are fun and sell well worldwide. This is a brand with a personality of its own.”
A personality carved out of Hilfiger’s own love from the great outdoors and all things active. When not overseeing an upcoming line, you’ll find him skiing, playing volleyball or relaxing with his family. He’s also a huge fan of music, favouring in particular The Beatles, The Rolling Stones and, most recently, The Weekend. In addition to which he’s an avid art collector, prizing, above all others that hang on his walls, a collaborative pop-art piece by Andy Warhol and painter Jean-Michel Basquiat.
Hilfiger’s life is a full and colourful one, which may go some way to explaining his disdain for monochromatic clothes and “play-safe” apparel.
“I’m not really big into black – I don’t wear black much myself apart from a tuxedo or sometimes black shoes,” he says. “In the 1980s there was a lot of black, grey, sand and putty around. I’m glad to have seen those muted tones gone – I don’t call them colours. We’re much more of a navy brand and we’re currently doing a throwback line of red, white and blue – I really love it. I’m happy to leave black to other people.”
Black-and-white in print form, however, is something to which Hilfiger gives his seal of approval. Towards the end of this year, his memoirs will be published. Reflecting on his life, the designer says his five children are his proudest personal achievement, the longevity of his business is his professional pride and his philanthropic work remains a satisfying passion. He admits that the process of writing about his successes and challenges to-date, has been a cathartic process.
“Remembering certain good and bad things, of course will have an affect on you.” he says. “It took me a long while to get it all down on paper and I chose the title, American Dreamer, because I was a dreamer back then and I still am.”
For more, visit: www.tommy.com
rduane@thenational.ae
