40 years ago, Tommy Hilfiger fulfilled one of his earliest dreams – opening his first flagship store. “Oh, I remember it like it was yesterday, my first Tommy store was on Columbus Avenue in New York City in 1985,” Hilfiger reflects fondly, standing in his brand-new store in Mykonos. Ten minutes ago, we were on a Zoom but the unpredictable Grecian winds got in the way of our video call. 

After all these decades, it would not be surprising if it was more of a chore than a thrill to attend another store opening but for Hilfiger, the expansion of his brand remains a joy and reminder of his original goal and dreams. “It's like I’m living my life over again,” he says, explaining his excitement in what would be his over 2000th retail store. “It's exciting to look forward to and execute an idea, that may at one point might just be the seed of an idea. As time goes on, we start expanding on the idea to make it come to fruition in a way that is memorable and I think disruptive and in a way.”

To celebrate the launch of the store, the Tommy Hilfiger team invited 28 members of the press and influencers to Mykonos. After enjoying a shopping experience in the store, soundtracked with live music by DJ Tjani, guests enjoyed a weekend of sailing, Greek food and walks alongside the private beach at the Bill & Coo Coast.

Below, we break down what went down during the weekend and Tommy talks us through the event.

HE OPENED HIS FIRST STORE ON THE ISLAND 

Located right at the heart of the island, the new store brings a touch of Hilfiger’s American summer charm to Greece. “Mykonos is a hot destination for summer travellers,” he explained, speaking on why he felt it right to open the location. “I love the ambience. I love the restaurants, the food, the shopping and the old-world charm. It's really surrounded by a beautiful body of water, the Aegean.”

THE NEW SUMMER 2024 COLLECTION WAS UNVEILED 

Alongside the celebration of the store, the event also launched the latest Tommy Summer collection. Building on the longstanding Hilfiger summer classics of linens, shorts and maxidresses in blue, white and red colourways, the Summer 2024 collection also sees the launch of two guest edits with George Russell and Sofia Richie. “I love the Sofia edit because the navy and white stripes are my favourites and the navy and white striped crocheted dress is like a perfect summer item,” Hilfiger said, speaking on the collaboration. “But I also love the linen shorts George Russell wears. I love the colour range we have it's simple, but it's very chic. The colour range is white, navy, bright blue, and khaki.”

A SPECIAL FEW WERE INVITED ON HIS YACHT, FLAG

The highlight of the weekend was undoubtedly the trip on his yacht. “I remember the first year I went I bought the boat. We went from Saint Tropez to Corsica, to Sardinia, to Portofino to Capri, to Mykonos.” During the boat trip, guests got a taste of what Tommy’s annual summer sailing trips are all about, with none other than Hilfiger himself.

THE WEEKEND ENDED AT TOMMY’S TAVERNA 

Similar to many visitors of the Greek islands, Hilfiger spends his time engaging in the culture through cuisine. “My favourite things to do around the islands, unfortunately, and fortunately, is to eat,” he explained. To wrap up the event, everyone had a finale dinner at the local farm-to table restaurant, RIZES – which was transformed into’ Tommy’s Taverna’.

Head to the gallery above to check out highlights from the weekend.