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The iconic American brand is back on the NYFW calendar for the first time since 2018 with a new creative director. President Eva Serrano and PVH CEO Stefan Larsson explain how they got there. Elie Tahari says it’s easy when it’s in the family. But it’s notable that he’s not stepping back entirely, making instead for a gradual transition. For now, Jeremey Tahari says his first step is to put his ear to the ground and listen. “My father always says, ‘You got two ears and one mouth, so listen twice and talk once.’ So I’m just trying to listen to what everyone has to say. There’s been a lot that’s been done right over the last 50 years, and so there’s a lot to be learned from it. And so the first order of business for me is really listening.”Happy Stitch Cosplay Toothless X Target Stay Different Stay Weird Shirt
He says his father’s upbringing — arriving in New York after growing up in an Iranian orphanage with $100 to his name — has inspired him. “It’s that same resiliency that is in my blood. I’ve seen the way he approaches everything, and I’ve tried to learn from it my whole life. You roll with those punches, and whether it’s that you’ve got to find a new place to manufacture goods because of the tariffs, or you’ve got to find a new structure to work with your retail stores because maybe a gross rent structure isn’t working, you’ve got to shift to a profit-sharing structure – it really depends case by case, but it’s just creativity and resiliency.” There are other more tactical plans too. Jeremey Tahari is excited about the prospect of generative AI and ChatGPT making it easier to predict demand for clothing — something he sees as being a weakness in the planning process at the moment — as well as iterating on designs before something gets put into production. He says he asked the design team recently to put sketches from the brand’s upcoming January 2026 delivery into ChatGPT to see it on a model. “It came out so incredible. It went through a few iterations, and one of the images came out with a neckline that was supposed to drape over the shoulder, but it went under the arm. We loved it so much that we’re now running a prototype with that accidental rendering. So I think there’s a lot to be done there, and it’s really exciting.”
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