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Hilfiger Denim

The collection

Autumn 09 is split into four drops for womenswear, the middle two making up 85% of the brand’s offering. First up is a 1960s-inspired trend, with oversized polka dot swing jackets, striped knits with super sized buttons, and Chanel-inspired black and cream shift dresses rocked up with cropped leather biker jackets. The Hilfiger Denim staple Americana story features plenty of red, white and blue, chambray dresses with chest pockets, and is print strong with paisley and checks. A more autumnal look centres around an earthy palette of plums and chocolate on boho-esque floral shirts, while a Japanese themed set of T-shirts add an interesting edge to the collection. Men’s denim is distressed and loose fitting, whilst the brand is still backing flares alongside skinny fits for women.

Key pieces

  • High-necked, peasant style maxi dress in red, white and blue tartan
  • Fair Isle knitted tank in purple and cream colourway
  • Patchwork leather blazer jacket in tan, moss green and chocolate
  • Ruffle bibbed knit dress with cable pattern
  • Black knit cardigan with houndstooth pattern front

Brand comment

David Pyne

“Customers have to fill their shops and they need financially stable brands which they can rely on to deliver orders on time and offer the point of sale and marketing support they need. But although we consider ourselves one of those brands we still have to make sure everything is working well from our end too. It is no good being confident without performance, but you have to present your brand with conviction and make sure you are offering a 360 degree product. Retailers are not going to take on brands simply for the name.”

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