Tommy Hilfiger: Cologne's Origin Story

Tommy Hilfiger fragrances are produced in conjunction with Estee Lauder. The first scent, Tommy for Men, was introduced in 1995. Its female companion, Tommy Girl, was launched in 1996. Both scents are best-sellers and have inspired a long series of flankers. Fragrances continue to be an important component of the Tommy Hilfiger brand, and other fragrances, many of which capitalize on the brand's preppy and Americana associations, have since been introduced.

The Tommy Hilfiger Corporation went public in 1992. After licensing Pepe Jeans USA in 1995, in 1996 Tommy Hilfiger Inc. began distributing women's clothing as well. By the end of the next year, Hilfiger had opened his first store in Beverly Hills, which was followed by a store in London in 1998. The company launched its bed and bath line in 1998.

The Tommy Hilfiger brand is influenced by classic American fashion, or more specifically what the company dubs preppy with a twist. It targets customers in the 25 to 40-year-old range.

Tommy Hilfiger's career and company history

Tommy Hilfiger's career in fashion began in 1968 when he co-founded a clothing and record store called People's Place in upstate New York. Using $150 he had saved from working at a gas station, he expanded the company into a chain of ten stores. Despite initial success, People's Place filed for bankruptcy in 1977.

In 1979, Hilfiger moved to New York City to pursue a career as a fashion designer, working on several different labels including Jordache Jeans. In the early 1980s, he met Mohan Murjani, an Indian textile magnate hoping to launch a line of men's clothing. With Murjani's backing in 1985, Hilfiger debuted his first signature collection, which featured modernised versions of button-down shirts, chinos, and other classic preppy styles. The casual and youthful attitude of these first designs would remain a trait of the company's later collections.

The Tommy Hilfiger brand left Murjani International in 1989, with Silas Chou providing financial backing. That year, Lawrence Stroll and Joel Horowitz, both former executives of Ralph Lauren, were hired as executives of the newly formed company Tommy Hilfiger, Inc., which had an initial focus on casual male sportswear. The Tommy Hilfiger Corporation went public in 1992.

Throughout the 1990s, the company's marketing division worked in tandem with the popular music industry, and as early as 1993, Hilfiger was an official sponsor for Pete Townshend's Psychoderelict tour. In the early 1990s, a baggier, less tailored menswear look came into fashion, and Hilfiger gave his clothes a more relaxed fit. As roomier styles with oversized logos became popular with hip-hop artists in the mid-to-late 1990s, Hilfiger's style of clothing became increasingly popular with the American "preppy" scene and as hip-hop fashion.

In 2006, private equity firm Apax Partners acquired the company for approximately $1.6 billion. In March 2010, PVH Corp., then known as Phillips-Van Heusen, bought the company for $3 billion. Daniel Grieder was appointed CEO in July 2014, while founder Tommy Hilfiger remains the company's principal designer, leading the design teams and overseeing the entire creative process.

Tommy Hilfiger's fragrances and their creators

Tommy Hilfiger's fragrances are produced in conjunction with Estee Lauder. The first scent, Tommy for Men, was introduced in 1995 and was created by Annie Buzantian and Alberto Morillas. Its female companion, Tommy Girl, was launched in 1996. Both scents are best-sellers and have inspired a long series of flankers.

Other fragrances, many of which capitalise on the brand's "preppy" and "Americana" associations, have since been introduced. These include:

• Eau de Prep Tommy Girl
• Hilfiger Man Dark Midnight
• Tommy Citrus Brights
• Tommy Girl Citrus Brights
• Tommy Girl Endless Red
• Tommy Girl Neon Brights
• Tommy Girl Summer 2010
• Tommy Girl Summer 2011
• Tommy Girl Summer 2012
• Tommy Girl Summer 2013
• Tommy Girl Summer 2014
• Tommy Girl Summer 2015
• Tommy Girl Summer 2016
• Tommy Girl Summer 2021
• Tommy Girl Summer Cologne 2005
• Tommy Girl Summer Cologne 2006
• Tommy Girl Summer Fragrance 2008
• Tommy Girl Summer Ocean Wave
• Tommy Girl Sun Kissed
• Tommy Girl Vibrant Summer
• Tommy Girl Weekend Getaway
• Tommy Summer Cologne 2002
• Tommy Summer Cologne 2005
• Tommy Summer Cologne 2006
• Tommy Summer Cologne 2008
• Tommy Summer Cologne 2009
• Tommy Summer Cologne 2012
• Tommy Summer Girl 2009
• Tommy Summer Ocean Wave
• Tommy Vibrant Summer
• Tommy Weekend Getaway
• Hilfiger Woman Candied Charms
• Hilfiger Woman Cheerfully Pink
• Hilfiger Woman Endlessly Blue
• Hilfiger Woman Peach Blossom
• Hilfiger Woman Pear Blossom
• Hilfiger Woman Flower
• Impact
• Impact Intense
• Impact Spark
• Impact Together
• Dreaming
• Freedom
• Loud
• T
• True Star
• True Star Gold

Tommy Hilfiger's marketing and advertising campaigns

In 2016, Hilfiger's label collaborated with Runway of Dreams to launch an adaptive designer clothing line for children with disabilities. The following year, the brand expanded its inclusive collection for men and women, offering modified and adjustable details such as magnetic buttons, adjustable hems, and Velcro closures. The Tommy Adaptive line's digital campaign featured a group of disability advocates, including motivational speaker Mama Cax, dancer Chelsie Hill, Paralympian Jeremy Campbell, and chef Jeremiah Josey.

Hilfiger has also dressed or partnered with a diverse range of artists, including Aaliyah, Britney Spears, David Bowie, and Snoop Dogg. The brand's fragrances, produced in conjunction with Estee Lauder, have also capitalised on the brand's "preppy" and "Americana" associations.

Tommy Hilfiger's celebrity endorsements

Tommy Hilfiger has collaborated with many celebrities over the years, including Gigi Hadid, Zendaya, Lewis Hamilton, Nerea Martí, Britt Robertson, Riccardo Mandolini, and Kit Price. He has also dressed or partnered with musicians such as Beyoncé Knowles, Enrique Iglesias, Aaliyah, Britney Spears, David Bowie, and Snoop Doggy Dogg.

Hilfiger is a strong believer in the power of celebrity endorsements to keep his brand relevant and modern. He has said:

> Celebrity collaborations and endorsements are necessary when they work. When it's organic, and it's really where two parties are bringing equal amounts of talent to the table, it makes a lot of sense.

Hilfiger has also commented on his desire to reach a broader audience and felt that having celebrities wear his clothes was a good way to achieve this without having to spend money on advertising.

Tommy Hilfiger's awards and recognitions

Tommy Hilfiger has received numerous awards and recognitions throughout his career. Here is a list of some of his notable achievements:

• In 1995, he was named Menswear Designer of the Year by the Council of Fashion Designers of America.
• In 1996, he received the Golden Plate Award from the American Academy of Achievement.
• In 1997, his fragrance "Tommy" won the FiFi Awards for Men's Fragrance of the Year.
• In 1998, he was awarded the Designer of the Year by Parsons School of Design and GQ Magazine.
• In 2000, he won the FiFi Awards again for Best Marketing Innovation of the Year for Toiletries for Tommy's (American running series).
• In 2002, GQ Germany recognised him as the International Designer of the Year.
• In the same year, he received the Future of America Award from Drug Abuse Resistance Education for his philanthropic efforts for American youth.
• In 2006, he was recognised as the Designer of the Year by GQ Spain and received the Peter J. Gomes Humanitarian of the Year Award from the Harvard Foundation.
• In 2007, the Hispanic Federation honoured him with the Individual Achievement Award.
• In 2008, Women's Wear Daily ranked him as the No. 1 Designer and No. 16 Brand in their annual "100 List."
• In 2009, he received the UNESCO Support Award for his philanthropic efforts and the Lifetime Achievement Award from Marie Claire Magazine.
• In 2010, the Pratt Institute presented him with the Legends Award.
• In 2012, he was awarded the Geoffrey Beene Lifetime Achievement Award from the Council of Fashion Designers of America for the second time.
• In 2015, he was honoured by Race To Erase MS for his commitment to finding a cure for MS.
• In 2021, he was recognised by the British Fashion Council and received the Outstanding Achievement Award at the Fashion Awards.

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