America. Red, white and blue. Tommy Hilfiger. They all go together. If one didn’t know better, one might think Hilfiger was there at the signing of the Declaration of Independence. The brand is unashamedly American and proudly brings that style and heritage down the runway.

The Hilfiger brand is also inherently youth oriented, so when Tommy announced earlier this year that he was giving the line a westcoast look no one was terribly surprised. Then, the doors opened at Pier 49 in New York this morning and attendees were greeted by tons of sand and a boardwalk runway reminiscent of Venice Beach. Grab your surf boards, boys and girls, we’re going shopping.

The color palette for this summertime playground is bright, starting with peach, then moving quickly to varying shades of blue, orange, red, green and even a bit of yellow. Fabrics are what one would expect: rubberized wet-suit material, colored denim, and jersey cotton. Everything is lined or brushed to lie soft against young skin. Toward the end of the collection are a few khaki pieces along with some cute hibiscus prints, but for the most part everything is bright and vivid color blocking.

Of course, if one is going to do beachwear, then it has to be sexy. Mom and dad aren’t likely to be overly thrilled that not only are those pants quite literally skin tight, but designed to be open and unzipped at the top. Several of the one-piece swimsuits  have curvaceous cut outs at the waist and bare midriffs are showing everywhere. Even the cotton cover ups come with deep v-shaped plunges down the front.

What’s likely to be the big hit from the collection are the color blocked wedges. At first glance, they look a bit like sneakers, then one sees the elevation at the heel and the wedge following. The look drew gasps when it first appeared. Only the question of comfort remains.

Everyone likes the sun and the beach, so there’s no way this Hilfiger line isn’t going to be a big hit. Parents, start putting back money now. Your teens will want to go shopping the instant these styles hit the mall stores in March. Surf’s up!

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