Iconic designer Tommy Hilfiger, known for designs that celebrate the essence of classic American style, confessed that his heart lies in Indian wear, and that he often uses the Ikkat technique, block prints and colours seen only in Jaipur. “I have seen amazing Indian clothes and I love traditional saris and Indian wear,” said Hilfiger, who reigns over the world of fashion, despite any formal training.
Hilfiger, who was in New Delhi to commemorate 10 years of his brand’s existence in the country, has made a niche clientele with his cool, casual, relaxed and youthful designs. He said he looks up to India for inspiration. “Being a global fashion brand, I have to incorporate inspiration from all over the world [into my designs], and India inspires me a lot,” he said. “Sometimes, I use Ikkat and block prints, which are truly Indian.”
Bearing in mind the trending mix-and-match among many fashionistas, the designer believes Indian designs can tap the global market in a massive way by creating scope for mixing and matching. “If we can do a lot with mixing and matching in kurta pajamas globally, it will sell. Today, people dress in an eclectic and mixed way,” he commented.
Hilfiger feels Indian designers have an edge compared to their international counterparts. “Indian designers have tremendous advantage,” he stated. “They have access to their beautiful fabrics, most incredible embroideries, the ability to do hand work and go to silk mills and amazing tailors. I think all the designers should focus on that.”
The fashion bigwit introduced his first signature collection by modernising button-down shirts, chinos and other time-honoured classics with updated fits and details in 1985. Since then, his business has grown from a single menswear collection to a global lifestyle brand earning over $6 billion in retail sales in 2012. There are more than 1,200 Tommy Hilfiger stores in over 90 countries.
Coincidentally, the brand’s tryst with India started during the same period when Hilfiger was just starting out. But it took him two decades to open his first store in India. “I vividly remember my first trip to India and over the course of my career, have visited the country many times. I continue to be inspired by the energetic culture, incredible colours, textures and fabrics,” said the designer, who grew up in Elmira, New York, in a working-class neighbourhood.
“The brand’s growth in India has been phenomenal, which is something that was beyond my imagination. We have been embraced by the Indian people and we have embraced them as well,” he shared. After a decade, Hilfiger plans on increasing his presence in the country. “In the future, we will bring our home products and personal care products including fragrances. We are expanding our denim and womenswear business. We are already expanding our accessory business in India, so in the future, we will establish our entire lifestyle brand in the country,” he said.
Published in The Express Tribune, September 28th, 2014.
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