Tommy Hilfiger, unlike many in the fashion industry, has not abandoned the see-now-buy-now trend. Instead, he's essentially doubling down by showing this FW18 collection in China, home to the world's largest population. The collection started backwards with a parade of models donning tracksuits and then evolved into the actual collection that offered plenty of Hilfiger tenants, such as plaids, branding, and his iconic red-white-and-blue logo. There were few items in the collection that were tailored, save for a great peacoat, and why would they be? This designer has always been for young people, not corporate overlords in $5,000 suits - they don't want immediacy with their suiting - but teens and young adults want these tracksuits, Mandarin-embossed sliders, and oversized hoodies now and so the business of fashion continues.

What a confusing time it is in fashion. American labels such as Tommy Hilfiger are showing a collection inspired by American culture in London during the SS18 show season but showing a FW17 collection. All the while collaborating with a supermodel. What of Hilfiger's FW17 then? It was musically inclined and seemed far more rooted in the Seattle grunge era of the 1990s than anywhere, or any time, else. Hilfiger's signature plaid patterns were torn and reassembled to make grungy shirts, as well as on all-plaid puffers or just patched on to one. The strongest pieces in the collection were the coats, especially an oversized military overcoat, which belied the inspiration and felt the most modern.

Tommy Hilfiger's American prepster aesthetic has lasted over twenty years and continues to his SS18 collection while adding more trendy aspects, from the boxier cuts to the oversized silhouettes to dangling straps to hints of pattern such as camouflage.

Tommy Hilfiger's iconic red, white and blue plaids are back for FW17, done up in technical fabrics to create sleek and youthful looks, with a touch of tailoring that has all the elements of American prep.

A dapper dressed Francisco Lachowski stars in the festive Holiday Voyage campaign for Tommy Hilfiger, decked out in suiting from the American designer.

For the latest collection from Tommy Hilfiger came a new, younger and more athletic-minded collection, named Hilfiger Edition. Still present are Hilfiger's signature red, white and blue color motif but track pants, technically fabricated shorts, and boxy shirts made the collection feel new and if one should ever forget which season these clothes came from, the year is emblazoned on two tops, one saying '17' and the other '2017'.

Tommy Hilfiger shot to fame in the 90s with his iconic take on Americana and for SS16, he tapped Lucky Blue Smith to be the new face of his Tommy Jeans capsule collection. The campaign was shot by Bryant Eslava.

Tommy Hilfiger's latest collection was youthful, playing on some of the signature colors that brought him fame in the 90s, like a red anorak paired with slouchy pants or a colorblocked polo with straight legged pants. Meanwhile, dressier pieces like an overseized camel coat were dressed down with running pants or joggers and a suit was made with millennials in mind.

American label Tommy Hilfiger offered a peek into its locker room with a small presentation of its underwear line. Hilfiger shot to fame in the 90s after musicians and rappers faithfully showed the waistband of their Tommy Hilfiger underwear and as the label marks nearly 20 since their meteoritic rise in pop culture, the presentation feels apropos.

American designer Tommy Hilfiger's formula for success has brought him much of it. He's been doing American sportswear for a long time so it's not surprising that he sticks with the same formula season after season; after it, it did bring him fame, notoriety and fortune. For FW13, the designer opted for traditional English patterns to dress up his tailoring, with help from British designer Simon Spur who's still head of the men's team at Hilfiger. Prince of Wales and classic houndstooth were expertly threaded into much of the thirty-nine looks. From start to finish, strong, masculine tailoring connected each look, even though the ubiquity of the patterns for two-thirds of the show were too overbearing.

Tommy Hilfiger's signature stripes were seen on every look for SS13. Some were simple and worked as a wonderful accent, like on a white motorcycle jacket worn by Matthias Lauridsen. Others, however, were garish and were reminiscent of bad 90s fashion. The house's head menswear designer, Simon Spurr, who left his eponymous line a few months ago, had his fingerprints all over this collection, from the tailoring, which was borrowed from Savile Row, to subtle horizontal lines that highlighted some of the looks, a favorite of the British-born designer. In all, the collection was another wearable one from the famed Seventh Avenue designer.

See entire collection here.

Tommy Hilfiger's aesthetic has always been one of the beacons of the Americana lifestyle. For Fall/Winter 2012, Hilfiger moved on from that aesthetic but did not abandon it. Still present were the Tommy Hilfiger classics like stripes and Connecticut prep but more predominantly featured were super chic, luxurious and adult pieces like a simple color blocked peacoat with large epaulettes and a fur collar, like the one Henry Pedro-Wright wears. One of our favorite looks for Fall/Winter 2012 seems to be popping up in multiple collections: a maroon coat with black quilted sleeves, which was, of course, seen on Hilfiger's collection on James Smith. Though Hilfiger has always stayed true to what helped make his brand a worldwide success, we think this collection, a leap away from what we're used to seeing from him, was the breath of fresh air the nearly three decade long brand needed.