Last summer for my placement year I worked in Amsterdam as part of the Global Communication team for Tommy Hilfiger, while I was there I was lucky enough to attend a TED talk and that TED talk was by a woman called Mindy Scheier. Mindy has a disabled son Oliver who she often use to dress in tracksuits as they were easy for him to wear, but when her son no longer wanted to wear tracksuits and wanted to wear ‘Normal’ clothing like jeans she decided to create them for him she use to go to stores and buy normal clothing but then adapt them at home so her son could wear them. She then realised that there should be someone out there making this kind of clothing for people just like her son, and she went to Tommy Hilfiger. (I have attached the ted talk below)
So in 2016, Tommy Hilfiger launched its Adaptive clothing range for children and adults with physical disabilities. The clothing is classic Tommy Hilfiger with the same logo’s and the clothing is exactly the same as the ‘Normal’ range but with adaptive features. The rage is hugely popular and has just now released its third collection, Tommy is the only high-end company that is doing anything like this. Below I have put screenshots of the website and some of the imagery from the campaigns.
As well as the campaign images there is also the website which is where they sell most of the clothing. The website is modern and slick and really easy to navigate. It has two videos on the front page that lets you know what the collection is and what it offers and a huge selection of clothing to choose from. On each product, it gives you several product photos and a video of how the clothing works, as well as a huge amount of information about the product, it’s really easy to read and looks great. I have attached some screenshots below of the website to help illustrate this.
I love this campaign I think it is so well done and looks amazing as well as catering for hundreds of people that really need it. This campaign is a huge inspiration for me as it is exactly what I want to achieve for my final major project. I think this is a huge step forward on disabled fashion and really is making a difference in peoples lives, which is what fashion is all about.
Adaptive clothing is a game-changer in the fashion industry, designed to provide comfort and convenience for individuals with disabilities. This type of clothing often includes features such as easy-to-use fastenings, adjustable designs, and sensory-friendly fabrics. These adaptations help make dressing easier and more accessible for those who may struggle with traditional clothing options. Here the focus is on promoting independence and enhancing the quality of life for people with diverse needs. By prioritizing functionality without sacrificing style, adaptive clothing makes fashion inclusive for everyone.
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