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Throw it back to the nineties with Tommy Hilfiger's new collection


It’s no secret that nineties fashion has made a comeback. From minimalist slip dresses at Ellery and Mother of Pearl, to double denim at Stella McCartney, SS17 has been a positive time warp.

One brand in particular has taken this a step further. Enter Hilfiger Denim’s Spring ’17 Tommy Jeans 90’s collection, which today sees the second of two drops, inspired by some of our favourite nineties looks. Think boldly branded athleisure in the brand’s signature red, white and blue, accompanied by distressed denim in sugary pastel hues.

Read more: Calvin Klein champions age diversity in latest underwear ad, featuring Lauren Hutton

Fronting the campaign are Sofia Richie, Anwar Hadid (younger brother of Bella and fellow Hilfiger brand ambassador Gigi) and Lucky Blue Smith.

In keeping with the brands employment of those with a hefty social media following, the campaign was shot by Bryant Eslava, an LA based photographer with an Instagram following of over two million. A brief glance over his profile is proof he has a beady eye for fresh new faces (perhaps aided by the fact that he himself is only 24).

Sofia Richie and Anwar Hadid

Sofia Richie and Anwar Hadid

The collection offers an array of colour-block tees, sweaters and active wear as well as a summery selection of denim: skinny jeans and cut-offs in mint green, peach and pale yellow, along with classic distressed blue jeans and casual outerwear in denim and camo.

Hero pieces include satin branded bomber jackets in red and blue (ideal paired with any of the denim for an off-duty weekend look) and we predict a whole host of festival hoppers will be wearing the white dungarees and cropped tanks over summer.

Read more: Where to buy the most popular jeans on Pinterest 

It’s not just Sofia, Anwar and Lucky who have been given exclusive access to the collection. Models Suki Waterhouse and Jourdan Dunn have already sported the stuff, as well as Instagram sensations Nash Grier and Caroline Vreeland (who boast a cool 10 million and 234,000 Instagram followers respectively).

In many ways, it’s a collection created for Generation Z and savvy millennials. We predict it won’t be long before the Brooklyn Beckhams, Rocco Ritchies and Anais Gallaghers of young London are clad head-to-toe in the stuff.

But what of those of us born prior to 1995? The trick is to incorporate core pieces of the collection into your everyday wardrobe. Invest in one of the logo sweaters and pair it with some loosely tailored trousers. The navy one piece swimsuit will flatter women of all ages. Complete the look with your very chicest Jackie O-inspired shades for the ultimate in pool side elegance.

Don’t forget, Hilfiger jeans are still the best in the ‘biz. We’ll take some in blue and maybe a couple of the colour-block tees for when we’re feeling nostalgic. You know, for #throwbackthursday and all that.

Prices start at £35 (tommy.com)

Words: Laura Grabiner


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