Tommy Hilfiger, Martine Rose and some cowboy chaps show the more kinder side to the Nineties

Tommy Hilfiger is a big name in the 1990s. Britney Spears in slouchy dungarees. Tommy’s crop tops for Beyonce and Destiny’s children. Aaliyah wearing branded boxers. N-Sync wearing oversized parkas. They all wore the red-white and blue flag that was used to cover a thousand music videos.

The superbrand has dominated party times since its inception in 1985. It still does today. Martine Rose, a British designer, was so impressed by the label that he launched a new partnership with it today.

Balenciaga alum Rose, who is likely one of the most interesting designers in London, has long referenced the era throughout her seasonal collections. It’s not a party, but rather than going out for her reimagining a Tommy Jeans collection, it’s preppy lite and comfortable.

It is a calmer version of Rose’s Nineties hedonistic tendencies. A campaign features happy boys having fun, unlike the nineties where models were seen stomping to techno wearing heavy-duty leather trenches with acid-wash denim. It doesn’t have to be boring. Rose’s left-fieldism, on the contrary, is present. It just feels more at home. Ivy League ties can be large and come in collegiate stripes. Jeans are straight-cut with panelled detailing at their thighs. The shirting is dyed with light-bending patterns. Oxford shirts are now cut hip-high to give them a more sexy feel. The Fleeces from the Justin Timberlake era come in pale blue with mixed Martine Rose or Tommy Hilfiger branding. Even a dressing down is possible. A cosy boy is nearby, but still a little sexy.

Rose is now collaborating with Tommy Jeans to further the Nineties homage. This 35-piece, gender-inclusive collection was inspired by iconic Hilfiger designs that defined the era’s pop culture. The varsity jackets are oversized while the traditional denim is boxy, boxy, and padded.

Hilfiger stated that «Collaborating With Martine was inspiring and really pushed my creatively.» This collection is unique and elevated, which really shows how experimental and out-of-the box Martine’s work can be.»

Rose said, «Tommy Hilfiger is a brand I have always drawn inspiration from. So this partnership was such an organic and natural marriage.»

Available today at select Tommy Jeans shops and tommy.com, the Tommy Hilfiger x Martine Rose Collection.