Tommy Hilfiger talks about working with Sophia Richie, Zendaya, Gigi Hadid and more at SXSW with WWD.
Speaking at the “The Wear House” March 9 during SXSW in Austin, Hilfiger spoke to James Fallon, editorial director at Fairchild Media Group, about F.A.M.E.S. , and how it has propelled the fashion house for the past 40 years.
Hilfiger said he was a fan of Andy Warhol whom he met in the ’80s in New York. “I was obsessed with Andy’s attraction to celebrities.…To me it was really exciting, because you’re looking at a painting of Elvis Presley or Mick Jagger or Diana Ross. I thought, ‘art, celebrity, music, fashion,’ should all go together and I made up this word, F.A.M.E.,” and then he added sports to make it F.A.M.E.S.company,” he said.
Hilfiger has sought models who have a taste level and have something to offer the company in addition to their beauty, he said. When Hadid approached the business, he wanted to use her brain and her styling expertise to make clothes that she would wear. He surrounded her with his design team of sketchers and fabric and trimming experts and told her to pick out the colors and fabric she liked.
“Everybody’s obsessed with luxury. If you look at Louis Vuitton and Gucci and Prada and a lot of the luxury brands, they’re quite expensive.…I want affordable luxury to be a cornerstone for us. I want to dress people who love fashion and love luxury but at an affordable price point with the highest quality possible. That was a turning point,” he said. “I’ve always had that philosophy….I’m just elevating all the clothes now.
But, he said, “You can’t fight technology. Technology is here to stay, and you have to take advantage of it.”
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