During the 90’s fashion brands and designers begun mixing music with their brand image. Brands like Calvin Klein and Tommy Hilfiger were the most recognisable.
A brand that was once cool and worn by a wide array of hip hop artist has lost its appeal and fashionable creditability. Tommy Hilfiger said he regrets leading his brand to follow a particular movement if he had any advice to brands starting out he said to stay with your vision. One of the reasons all the old French and Italian fashion houses are still relevant today.