The next stop on Tommy Hilfiger's comeback cruise docked in downtown Manhattan Friday.
There, on a pier overlooking the East River, the 31-year-old brand hosted its first fashion show for consumers. Not only were everyday fashionistas invited to the carnival-themed spectacle, but they were able to purchase looks straight from the runway.
Tommy's refreshed approach to fashion week comes as the label is in the midst of a turnaround. Once a harbinger of '90s cool, the brand's widespread popularity — driven by the adoption of consumers outside its typical prepster audience — are what later caused it to flounder.
But the label, still under the creative leadership of its namesake designer, is starting to get its groove back. During the second quarter, owner PVH said Tommy's sales rose 6 percent to $860 million. That followed a 3 percent lift in the first quarter, and reversed a 6 percent sales decline for fiscal year 2015.