Tommy Hilfiger and Procell Join to Curate a Fashion Capsule
Tommy Hilfiger and Procell work in collaboration to honor some of the archival designs from the 90s and early 2000s. The curated collection of vintage designs celebrate the brand's heritage and will launch on the Tommy Jeans Platform, which is a shop that honors pop culture and brings unity through art, music, and fashion.
The collaborative effort turns its attention to "a personalized approach shopping that actively meets NextGen consumers where they are" The limited collection is full of retro silhouettes including fleece cests, denim vests, and nautical-themed outerwear. Every item is adorned with a plethora of the label's logo. Notably, to honor the partnership, the shop's interior design will be decorated with the fashion label's archival designs and an art installation nodding to the heritage.
Image Credit: Tommy Hilfiger
The collaborative effort turns its attention to "a personalized approach shopping that actively meets NextGen consumers where they are" The limited collection is full of retro silhouettes including fleece cests, denim vests, and nautical-themed outerwear. Every item is adorned with a plethora of the label's logo. Notably, to honor the partnership, the shop's interior design will be decorated with the fashion label's archival designs and an art installation nodding to the heritage.
Image Credit: Tommy Hilfiger
Trend Themes
1. Archival Fashion Design - There is an opportunity for brands to collaborate to repurpose and bring new life to previous designs.
2. Nostalgia Marketing - By tapping into nostalgia through vintage designs, brands can connect with customers on an emotional level and increase engagement.
3. Personalized Shopping Experience - There is a need for a personalized approach to shopping that actively meets NextGen consumers where they are, such as through curated collections and pop-up shops.
Industry Implications
1. Fashion Retail - Fashion retailers can benefit by collaborating with other brands to offer unique and exclusive collections that appeal to their target audience.
2. Pop Culture Retail - Pop Culture retailers can incorporate fashion into their product offerings to offer a more diverse and inclusive shopping experience for customers.
3. Art and Design - Art and design can play a role in creating immersive shopping experiences that celebrate the heritage of brands and their designs.
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