As president and chief brand officer, Avery Baker played a key role in leveraging popular culture, fashion, technology and entertainment to re-energise the Tommy Hilfiger brand.
Since joining the PVH-owned label in 1998, Baker held multiple roles, including chief marketing officer and chief brand officer. In mid-2019, she stepped away from the company, returning in late 2020 as president and chief brand officer.
During her tenure, Baker leveraged “see now, buy now” fashion shows as well as partnerships with cultural figures including Shawn Mendes, Lewis Hamilton, Zendaya and Gigi Hadid to grow Tommy Hilfiger’s relevance. Most recently, Baker has launched the brand in the metaverse, establishing partnerships with Roblox and others.
Baker is the first woman to hold a C-level position at Tommy Hilfiger. She is a leading stakeholder in the company’s People’s Place Programme, championing minority talent and directing runway shows that emphasise diversity. She has also led the brand’s push into larger sizes and the rollout of its Tommy Adaptive Clothing Collection.
In July 2023, Baker stepped down from her role at the helm of Tommy Hilfiger.
Baker graduated from Northwestern University in Evanston, Illinois with a Bachelor’s in Communications. She currently resides in Amsterdam, Netherlands.
