Highly Profitable but Culturally Uninteresting

A Pop Song In Clothes

A Pop Song In Clothes

How Tommy Hilfiger Captured and Lost the Zeitgeist

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.