Last Wednesday evening marked the opening of the latest Tommy Hilfiger store on the Champs-Elysées.  After inundating fashion and feminine magazines with their famous “happy preppies in the countryside” ads, the brand has invested in the 8th district on a large scale.  The store is enormous, the largest in Europe with 1500m2 spread across 3 floors, each designed to represent a different aspect of what incarnates for them “Classic American Cool the Tommy Hilfiger way”… (so the company’s press attache told us).

As the event was organized by la Clique (the team behind le Baron), we were expecting a bit more mayhem, but unfortunately the blazer-and-beige-trouser-bedecked over-70s population (the Tommy Hilfiger crew) had difficulty relaxing in the presence of the celebrities present (E.Beard, C.Rampling, Elisa Sednaoui, Lou Doillon, etc) and the few Parisian nightlife hipsters (André, Zahm, Harvey, etc).