Menswear connoisseur Tommy Hilfiger marked a significant return to Florence's Pitti Uomo after an eight-year hiatus, culminating his Euro Summer trip with an off-fair presentation of his brand's new “New York” collection. This event, held on Tuesday, June 17, at the historic Palazzo Portinari Salviati—a Renaissance city landmark now transformed into a luxury hotel—was meticulously reimagined as the “Hilfiger Social Club.” The setting recreated a quintessential New York members’ club, complete with loud music, Aperol Spritz and whisky flowing freely, models engaging in chess and card games, and a vibrant crowd mingling with friends of the house, including actor Lucien Laviscount, the face of Tommy Hilfiger watches.

The launch of the “New York” line, set to debut with Spring/Summer 2026, coincided with the brand’s 40-year anniversary. As Hilfiger explained, reinterpreting the classic codes of the New York wardrobe with a refined, casual spirit felt like the perfect way to honor this milestone. The brand has undergone a strategic reorganization of its men's offering, introducing a more upscale line that stands alongside its sportier lines and Tommy Jeans. This new aesthetic direction emphasizes soft tailoring and a 'marriage between casual and formal dressing,' a direct response to buyer demands, as Hilfiger noted, confidently stating that 'they’ll like it.'

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