An iconic 90’s picture, Aaliyah & Mark Ronson shot in full Tommy Hilfiger. This was one of the originating moments of celebrity endorsement and showcases the big logo love of the 90’s. It was 1996 that Aaliyah became the face of Tommy Jeans alongside her best friend Kidada Jones and Mark Ronson. Andy Hilfiger, who cast her for the spot, called it “She made that hip hop look sexy for women wearing men’s clothes. It was sexy but classic.”
The meteoric rise of Tommy Hilfiger in the 90’s goes hand in hand with the brands sponsor of celebrity; NSYNC, Kate Moss, Britney Spears, LFO, Snoop Dogg, Michael Jackson to name a few… Tommy Hilfiger had hit on a good thing, tied in with what we now see as icons of the era, the brand was able to tap into youth culture and more importantly the youth market like never before. It’s sportswear / streetwear ranges exploded as a result; big logo leisurewear, oversized jeans and bright preppy shirts & jumpers became the style. The all American blue & red ruled.
Other Tommy era defining moments:
1. Kate Moss rocking the Tommy Hilfiger catwalk, as Treach from Naughty By Nature stood by.
2.When Snoop rocked a Tommy rugby shirt while performing on SNL.
3. When Tommy sponsored Britney Spears’ …Baby One More Time Tour.
4. When Scarlett Johansson sported this Crayola blue windbreaker.