If fashion designers can and should shock and provoke, isn’t social media outrage not only to be expected, but also an intrinsic part of increasingly performative fashion conversations as well? And why would fashion designers specifically enjoy unlimited freedom of expression? Who would claim this right next? Artists? TV presenters? Politicians? Do fashion designers really want to be the creative equivalent of Piers Morgan?
If Hilfiger had a genius, it was less about saying something radically or interestingly new with clothing than about understanding how to curate, translate and market niche aesthetics for a broader audience. His enthusiasm for countercultural fashion, it soon became clear, was opportunistic rather than philosophical. His was a fundamentally pop genius, dependent on his ability to give the mainstream just as much edge and titillation and fantasy as it could handle, but no more.