Tommy Hilfiger Lands in Dubai to Unveil a New Era for His Flagship Store
Harper’s Bazaar Arabia sat down with the legendary designer during his Dubai visit to talk fashion, evolution, and the reimagining of his flagship store
When Tommy Hilfiger returned to Dubai this spring, it wasn’t just for the sunshine or the skyline. The American designer arrived to personally reopen the brand’s newly transformed flagship at Mall of the Emirates — a landmark location first unveiled in 2006 and now reimagined for a new generation of shoppers.
Spanning 373 square metres, the store delivers a comprehensive expression of the brand’s lifestyle universe. “We’re very proud,” Hilfiger says, surveying the redesigned space. “I like the travertine and the oak. We’re very happy with the layout of the store. And we wanted to upgrade it and elevate it, and at the same time, give it a refresh.”
Designed with a balance of modern sophistication and timeless prep, the space blends warm neutrals and brushed steel with matte finishes and natural textures — a palette chosen not only to elevate the shopping experience but to offer an elegant canvas for the collections on display. The result is immersive, refined, and in step with the way people shop today. “We keep evolving,” he says. “Every time we open a store, we take it to a new level.”
That sense of evolution runs through the brand’s Spring/Summer 2025 collection, launched globally to coincide with the reopening. The Dubai edit includes menswear, womenswear, childrenswear, footwear, accessories and underwear — a full wardrobe under one roof. With the local climate in mind, linen plays a central role this season. “We really leaned into linen for this season because we know it’s so appropriate for the region,” Hilfiger shares. “And we’re always looking at an expression of colour. I mean, I prefer colour over neutrals… but I think there’s a need for neutrals in the middle of the season. You need a breather.”
Signature preppy codes are present — navy blazers, white shirts, and that unmistakable red, white and blue — but softened by easy silhouettes, fresh fabrics, and a sense of laid-back refinement. “Cool classics with a twist,” as Hilfiger succinctly puts it, is his design philosophy.
Throughout the day, the designer’s schedule included a conversation at the store alongside Apparel Group Chairwoman and personal friend, Sima Ved and television presenter Diala Makki, drawing together tastemakers and cultural voices for a dialogue on entrepreneurship and the role of fashion in shaping identity. Later during his trip, he visited the FAD Institute to speak with young creatives, offering a rare glimpse into his decades-spanning career and a chance to pass on what he’s learned.
Still, for all the global expansion and high-level partnerships, Hilfiger remains energised by what he observes on the ground — particularly in a city like Dubai. “There’s such a mix of people here,” he notes. “You really get a wide assortment of different types of people who are dressing in different ways. For me, I’m like a sponge. I like to look at what everybody’s wearing… I see people wearing a lot of jewellery, a lot of interesting footwear. And I think people really enjoy the art of dressing up and going shopping.”
The flagship, in turn, responds to that eclecticism. From modest styling on mannequins to bold colour accents throughout the store, every detail is designed with the Middle Eastern customer in mind. “It’s literally everything we’re offering,” he says. “Men’s, women’s, children’s, accessories, footwear.”
And while Hilfiger has seen his designs worn on runways, red carpets, and magazine covers, his proudest moments are often the most unexpected. “I was at the Great Wall of China about 12 years ago, and I saw people wearing my clothes. I said to my friends, wow, I can’t believe this is happening. On the other side of the earth, I’m seeing people wearing my clothes.”
It’s a reminder that fashion, at its best, is about connection — whether that’s on the Great Wall or inside a beautifully lit store in the heart of Dubai.