Tommy Hilfiger hits India

GQ India

Believe it or faint, Tommy Hilfiger has a deep connection to India. In fact, his first collection in 1985 was created with the financial backing of Indian-American entrepreneur Mohan Murjani. Today, the brand is hugely popular in India, operating over 100 standalone stores and hundreds of shop-in-shops across major cities like Mumbai, Delhi, Bengaluru, and Kolkata. It is positioned as an aspirational, premium lifestyle label catering to urban youth and professionals.

Born on March 24, 1951, designer Tommy Hilfiger is 75 years old. He began his career in fashion in 1969 by opening a local boutique called People’s Place, meaning he has been in business for over 55 years. The brand itself launched in 1985 and quickly became a multi-billion-dollar empire.

Hilfiger redefined pop culture in the 1990s by embracing street culture and hip-hop. He famously dressed hip-hop icons like Grand Puba, Snoop Dogg, Aaliyah, and Tupac, oversized silhouettes featuring his bold red, white, and blue flag logo into the ultimate status symbol. Across Asia, his "classic American cool" preppy aesthetic established a massive footprint, blending Western luxury with accessible sportswear.

The brand was prominently featured in late 1990s and early 2000s Bollywood cinema as directors adopted global streetwear to define "cool" youth culture. There are too many Indian celebrities and Bollywood stars (esp among the young) who embraced the signature colours of Hilfiger. Of the many, three films stand out that prominently featured the brand; 

• Kuch Kuch Hota Hai (1998): Shah Rukh Khan and Kajol wore bright Tommy Hilfiger hoodies and tees to portray trendy college students.

• Dil Chahta Hai (2001): Aamir Khan and Saif Ali Khan sported Tommy Hilfiger polo shirts to reflect urban, modern Indian youth fashion.

• Kabhi Khushi Kabhie Gham (2001): Hrithik Roshan frequently wore the brand's athleisure to showcase his character's high-end, Westernized style.

Note, all A-listers, and none who were sponsored to wear the logo emblazed wardrobe! 

While others embrace minimalism and muted shades and quiet luxury, the brand's zestful, preppy, vividly colourful aesthetic fit into Bollywood like a hand in velvet glove. 

The brand needs to embrace Bollywood as hard as Bollywood's hugged Hilfiger!