Elizabeth Hilfiger is on a mission to take her brand, Foo & Foo, beyond the traditional indie label to something bigger. The designer launched her first Paris market this week after her successful first New York Fashion Week show staged earlier this month.
Foo & Foo’s affordable all-purpose American-made basics offer the kind of edge that speaks to the Olivia Rodrigo generation. Distressed thermal t-shirts, bungee cord skirts, slouch jeans, and sweatpants are generally under $200 and as high as under $500. T-shirts and easy layering items are around $80.
For Hilfiger, who attended the Rhode Island School of Design and launched her line of screen-printed oversized tees and hoodies in 2018, Foo & Foo represents her evolution. Her brand’s products have weathered the pandemic more sophisticated and widespread, and she felt it was the right time to showcase it.
“We had a soft collection at a pop-up in New York last spring, and it was really good. We wanted to bring the show to New York, where much of our community is based.”
She continues: She feels she doesn’t have to wear a hoodie to feel safe. This season, I really wanted to focus on what I wanted in my closet. ”
While some pieces look deceptively simple, like her signature drawstring sweatpants, which pool around the ankle for a “so-so” effect, Hilfiger says everything is carefully thought out. increase. These sweatshirts, for example, “have been in development for a year and a half. There are multiple fittings for each sweatshirt and her t-shirt.”
This season, Hilfiger also introduced a more modular piece in collaboration with Techniche, a company that develops technical fabrics to help people at risk of exposure to extreme heat. Inspired by the sweltering summer days of Los Angeles, Hilfiger felt it could offer wardrobe solutions that would make life more comfortable in a changing climate.
To keep things cohesive and memorable, Hilfiger took a page from his father Tommy’s playbook. , helps promote a visible conception of the community. “I grew up with my dad and am a little tired of logo branding from all clothing and other things, so putting logos on anything feels like second nature. I made it before so I thought it would be cool to incorporate it again.This season I did it as a reflective logo.I thought this was subtle and lovely.
This week, Hilfiger will be exhibiting at a new Parisian showroom concept called Together, featuring brands such as Palomo Spain and Luchen. She is aided by her two new recruits in moving the brand forward. Former Farfetch’s Matthew Newman will take over as president, while former Amiri’s Lauren Butterworth will serve as the brand’s marketing director.
Newman said of the company’s goals: [that] We still don’t recognize who we are. With this brand footprint increase, we want to double our business. So far we’ve been at the indie level, so we’re making a very coordinated effort to raise awareness. ”
Foo & Foo currently has several wholesale accounts in Japan, but hopes the Market Week initiative will help it expand its reach in Asia and establish a foothold in Europe and North America. .