Tommy Hilfiger, which is owned by PVH Corp. announced the appointment of Avery Baker as President and Chief Brand Officer, effective November 17, 2020. In the newly established role, Baker has global responsibility for the brand’s products, marketing, and experiences across all categories, regions, and channels.

Since joining Tommy Hilfiger in 1998, Baker has held multiple roles across the company’s global offices, including Chief Marketing Officer and Chief Brand Officer. In mid-2019, Baker stepped away from her role to spend time focused on family, and she now returns to the organization to contribute to writing the next chapter for a company and brand she cares so much about. During her tenure at the company, Baker has been instrumental in evolving Tommy Hilfiger into one of the world’s most recognized premium lifestyle brands.  

Baker was appointed the company’s Chief Brand Officer in 2014 and brought together creative and business management to deliver a new brand vision, leveraging a combination of pop culture, fashion, technology, and entertainment.

She has driven transformational programs including TOMMYNOW – the fashion industry’s largest and most successful “See Now, Buy now” runway show – and reignited the ‘90s-inspired TOMMY JEANS label, leveraging its heritage to emerge as a favorite among younger consumers. During her tenure, the high-profile partnerships established with influential tastemakers including Lewis Hamilton, Zendaya, Gigi Hadid, KITH, and Vetements increased brand relevance and expanded the company’s appeal to a new generation of fans.