Tommy Hilfiger Adaptive: A Case Study in Inclusive Fashion

3 min readApr 2, 2024

A fashion shoot featuring two people wearing Tommy Hilfiger Adaptive. The man is in a wheelchair & a woman appears to have a bionic arm.

In 2017, Tommy Hilfiger disrupted the fashion industry with the launch of its Tommy Hilfiger Adaptive line. This line aimed to address a long-standing problem: the lack of stylish and accessible clothing options for people with disabilities.

The Problem: Inaccessible Fashion

While adaptive clothing existed before Tommy Hilfiger, it was often:

Limited in choice: Options were few and far between, offering little variety in style or functionality.
Style-deficient: Many adaptive garments prioritised function over fashion, leaving people with disabilities longing for more fashionable styles.
Online-only availability: Physical accessibility was limited, with many options only available online, creating an obstacle for those who prefer in-store shopping.
Geographic restrictions: Shipping limitations often meant these clothes weren’t available to everyone internationally.

As the Crippled Scholar said, “Accessible fashion is far too frequently not accessible at all.”

The Hero: Bridging the Gap

Tommy Hilfiger Adaptive entered the scene with a bold vision: fashionable adaptive clothing designed for people with disabilities. The line offered a variety of features such as magnetic closures, velcro straps, and adjustable waistbands, making dressing easier and more independent. But most importantly, it did so without sacrificing style.

This launch was significant because it proved that:

Mainstream brands can cater to diverse needs: Designer brands don’t have to compromise style for functionality when creating adaptive clothing.
Fashion can be inclusive: Inclusivity goes beyond race and gender; it extends to those with disabilities as well.

The Bottom Line (with Reservations)

Within a year, over 80% of sales came from new customers, indicating a previously untapped market. This led to a boost in sales for both the adaptive line and Tommy Hilfiger’s standard apparel.

However, the story isn’t without its critics. Here are some concerns raised by disability advocates:

Extractive Design Process: Critics argue that some brands, including Tommy Hilfiger, use “extractive” tactics to design adaptive lines. This involves relying heavily on disabled people’s insights without providing them with fair compensation or design ownership.
Profiting from Lived Experiences: Some disability advocates feel uncomfortable with brands profiting off someone’s disability by selling their design ideas back to them.
Limited Accessibility Despite “Fashion for All” Slogan: The “Fashion for All” marketing campaign came under fire for not reflecting the reality. Critics point out the disparity between the marketing and the actual product accessibility. For instance, the price point might exclude some people with disabilities, and the limited physical store availability remains an issue for some.

Moving Forward: Towards True Inclusive Fashion

Tommy Hilfiger Adaptive’s launch was a significant step towards inclusive fashion. It challenged the industry to create stylish clothing for everyone. However, to fully embrace inclusivity, brands need to listen to disability advocates’ concerns. Here are some ways to achieve this:

Fair Collaboration: Partner with the disabled community during the design process, ensuring fair compensation and co-ownership of ideas.
Focus on Affordability: Make adaptive clothing more affordable to cater to a wider range of customers within the disability community.
Expand Accessibility: Increase the availability of adaptive clothing in physical stores and offer wider shipping options.

By addressing these challenges and working collaboratively with the disability community, brands like Tommy Hilfiger can achieve true inclusive fashion — a world where everyone can express themselves through style, regardless of ability.

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