Tommy Hilfiger Sales Get Boost from Peter Som and Simon Spurr

Tommy Hilfiger Fall 2011 runway
Photo: Imaxtree
A look from Tommy Hilfiger's Fall 2011 show.

Tommy Hilfiger’s beloved brand of Americana has been around for 26 years, but if it seems like it’s gotten a recent wake-up call, it has.

In 2009, Hilfiger brought in designer Peter Som to serve as creative consultant for his women’s collection, and 2010 saw menswear designer Simon Spurr come on board. The results? A creative and financial refresher for the company.

“It’s my formula. It’s my vision,” Hilfiger told the Wall Street Journal of his new collaborators. “But I wanted someone to come in who respects the vision but would want to maybe modernize it a bit.”

It seems to be working; according to the Wall Street Journal, net sales for the company’s products rose 14.5 percent in 2010.

Both Som and Spurr came highly recommended by Vogue editor Anna Wintour and have impressive credentials: Som is the former creative director of Bill Blass in addition to designing his own line, while Spurr designs two labels (Spurr and Simon Spurr), was a CFDA/Vogue Fashion Fund nominee in 2009, and is up for a 2011 CFDA Fashion Award for Menswear Designer of the Year at the June 6 event.

"I'm there but I give them space," Hilfiger said. "If they want to try something different, I'm all for it because I like innovation and I want to see what they'll do without Big Daddy."

In related news, check out Tommy Hilfiger's latest project: a pop-up beach house/boutique.