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Global style icon Sophia Richie Grainge has signed a two-year contract as Tommy Hilfiger’s latest brand ambassador for womenswear. The newlywed and soon-to-be-mother, 25, was in attendance with her husband Elliot Grainge at the brand’s Fall/Winter 2024 show at the weekend—a festive tribute to Hilfiger’s hometown, New York City, held inside the iconic Grand Central Terminal.
“Tommy is the godfather of Classic American Cool,” says Richie Grainge. “His designs are the perfect canvas for playing with effortless style and building a wardrobe of timeless pieces. I am excited to co-create over the next years with someone who shares my passion for self-expression, enduring style and originality.”
A staple on New York’s fashion circuit, Richie Grainge will help communicate the brand’s latest instalment of classic American cool to her millions of followers. And to do so as a new mother will be a joy to watch.
“Sofia is one of those icons who is reshaping what it means to influence fashion today,” said Tommy Hilfiger. “She has an indescribable quality of inspiring connection and showcases flawless style with confidence and authenticity. I am delighted Sofia will bring her effortlessly cool style to our womenswear collection from summer into 2025.”
Hilfiger has a long history of working with the big names of the moment. In 2017, the designer collaborated with Gigi Hadid to produce a capsule collection which was shown in Venice, California to critical appraise. In 2018, he sort the efforts of Hailey Bieber and Lewis Hamilton for a spectacle in Shanghai and in 2019, brought his travelling juggernaut show back home to Harlem in New York with the one and only Zendaya.
GRAZIA’s fashion features editor Pema Bakshi was present at the brand’s latest show at the Oyster Bar inside Grand Central Terminal. You can read up on all its FW24 highlights here.
