What Tommy Hilfiger's visit to India tells us

India has established itself as the hottest up-and-coming fashion playground, and every major international brand is aware that this is a market one can no longer take for granted.

While almost all foreign brands - high street or luxury, European or American - have made their presence felt, there are only a handful of names that have become household favourites. American clothing giant Tommy Hilfiger, owned by PVH Corp, is amongst the top few.

Recently, the iconic American fashion designer Tommy Hilfiger himself visited the Capital to participate in the brand's 10th anniversary celebrations. The three-day celebrations included in-store promotions, stylish soirees, intimate dinners and a celebratory bash that saw the who's who of the Capital in attendance. This stands testament to the burgeoning Indian lifestyle sector and the key role it is set to play within the world's marketplace.

The party was attended by the top names in the business, including designers Suneet Varma and Manish Malhotra, along with actors Sonam Kapoor and Ranveer Singh. The brand released a limited edition India inspired men's bandi and woman's shawl to commemorate the occasion, and the fusion of American heritage and Indian tradition.

Today, it's not just about launching a store in the country. Brands that take India seriously are going the whole nine yards to court the Indian consumer. Mail Today caught up with the renowned designer and entrepreneur for an insight into the world of Tommy Hilfiger.

India is distinguished for its big fat Indian families but being one of the nine siblings, Hilfiger is no newcomer to this world. "Being part of a big family invokes some amount of humbleness because you have to really care for others. You can't be self-serving and a narcissist, you have to really understand the different personalities and tastes of everyone, and it really helped me grow," says Hilfiger.

Few know that the Indian group Murjani helped build the iconic brand over 30 years ago and with Hilfiger in the country, the journey is almost like homecoming. The illustrious icon says, "In a way, it's like homecoming because even before I met Murjani, I was designing in India. I was working with Shahi and the Ahuja family in Delhi 35 years ago. I used to buy fabrics from Captain Nair who used to have a company called Leela Lace in Mumbai 40 years ago. This was even before I launched the Tommy Hilfiger brand. So, my first designing foray was in India. I have a lot of love for its people, sounds, smells, food, fabrics and colours."

The designer further states, "A lot has changed in India. When I used to visit earlier, I never saw a Mercedes on the streets, there were only Indian Ambassadors, Premiers and rickshaws. No one carried cell phones. I miss those old times. Even though I love being in the fashion business and seeing youngsters dress in Western styles, I still love seeing a woman dressed in a sari. I think they look very beautiful."

When it comes to the Indian designers making a name for themselves in the international market, Hilfiger says, "They have to become more global. Everyone has to become more global. If I purely did the American look for the world, it would fail. I have to also cater to the Europeans, the Chinese, the South Americans, etc. So, I have to keep my eyes and ears open to the fashion of the world. Indian designers should focus on the incredibly beautiful Indian fabrics, tailoring and sewing. But, perhaps they need to move out of focusing on traditional wear. Traditional is fashionable here, but it might not be popular in Paris or Italy where it's French or Italian fashion." Hilfiger himself is a big fan of kurta-pyjamas and bandhgalas and the brand has included bandis in its collections.

Last but not the least, the designer adds, "International designers who are smart, come to India. I think that Indian textiles are the best in the world. The silks and the kanthas are amazing and they are endless in terms of design. The hand embroideries and the beading are beyond great and a lot of American fashion is made with Indian handcraft."