For Hilfiger, who attended the Rhode Island School of Design and launched her line with a range of screen-printed oversize T-shirts and hoodies in 2018, Foo & Foo is representative of her own personal evolution. The brand’s offering grew more sophisticated and wide-reaching over the pandemic, and she felt like it was the right time to show it off.
She continued: “The brand just shows how my style has personally evolved and matured a bit. I don’t feel like I have to be in a hoodie to feel safe and I wanted this season to really focus on what I wanted in my closet. I wanted it a little more body conscious — not tight — but things that are adjustable and feel good to wear.
To make things cohesive, and memorable, Hilfiger took a page from her father Tommy’s playbook. Most designs come affixed with a visible “Foo & Foo” branded ribbon — helping drive a visible notion of community. “I am kind of jaded about logo branding from growing up with my dad and all the clothes and stuff so I feel like it’s second nature to put a logo on something.