Aaliyah, the renowned R&B sensation, left an indelible mark on the fashion industry during her too-short career. If we imagine an alternate reality where she hadn't left us so early, it's plausible to think she could have been the first female R&B artist to secure a major athletic brand endorsement, boasting her own signature sneaker, and possibly even launching her own streetwear line. These aspirations might seem ordinary today, but in the early 2000s, they were groundbreaking. Aaliyah was on the cusp of achieving these feats, and her association with Tommy Hilfiger in the late 1990s signaled her promising trajectory. As we commemorate 22 years since her untimely passing, let's revisit how Aaliyah became the face of Tommy Hilfiger in the 1990s.
Aaliyah's Journey into Fashion Stardom (1994 - 1996)
Aaliyah quickly carved a niche for herself in the fashion world, demonstrating her unique style and trend-setting capabilities. Her signature blend of streetwear and sweetness set her apart, featuring baggy clothes, boxers, sports bras, tanks, bandanas, and dark sunglasses. Aaliyah's distinct style, which made waves with her debut single "Back and Forth," continued to influence fashion trends nearly three decades later. In the mid-1990s, as she worked on her second album, "One in a Million," her fashion prowess was already making her a notable figure.
Aaliyah Joins Forces with Tommy Hilfiger (1996)
In 1996, Tommy Hilfiger decided to expand into the world of women's fashion, setting the stage for an iconic collaboration with Aaliyah. The brand launched its women's line with a Tommy Jeans ad campaign featuring Aaliyah, her close friend Kidada Jones (daughter of Quincy Jones), and Mark Ronson. This partnership made Aaliyah the first R&B artist to secure such an endorsement. However, it was more than just an advertisement; it sparked a revolution. With Aaliyah's style already being imitated widely, young women rushed to stores to snag Tommy Hilfiger apparel, and Aaliyah became a model and ambassador for the brand.
Andy Hilfiger, in a 2016 interview with Complex, shed light on how the collaboration came about: "Somebody called me from Atlantic [Records] and said, 'I have this artist, Aaliyah.' I said, 'Yeah, I know who she is.' She wanted to model, so I put her in the ads." What Aaliyah brought to the table was a fresh, sexy yet sporty-chic style that redefined fashion. She exuded a unique swagger and sexiness that left an indelible mark on the brand. This iconic collaboration introduced new trends that are still popular today.
A Legacy That Endures
Following the initial campaign, Aaliyah continued to represent Tommy Hilfiger in various campaigns and appearances. Her influence persists, with the Tommy Hilfiger Bandeau remaining a sought-after item, particularly for those seeking to recreate the "1990s Aaliyah look." Aaliyah's iconic Tommy Hilfiger commercial look is frequently emulated during Halloween and other fashion-forward events.
While Aaliyah may not have been a traditional Hip Hop artist, she was firmly embedded in the Hip Hop community. Her collaboration with Tommy Hilfiger exemplifies the strong connection between Hip Hop and the brand in the 1990s. When one thinks of 1990s Tommy Hilfiger, Aaliyah immediately comes to mind. Her legacy continues to flourish, resonating with those who admire her lasting impact.
In memory of Aaliyah Dana Haughton, her legacy lives on.
*curated from one37pm