When fashion designer Tommy Hilfiger launched his eponymous brand in 1985, his goal was to sell more than just clothes—he wanted to market a lifestyle. Now a major name whose signature polos and bold color schemes are etched in pop culture, Hilfiger certainly succeeded. But there’s no denying he had help from some of hip-hop’s biggest players along the way.

We can see music’s early embrace of Tommy in iconic advertising campaigns and red carpet photos from back in the ’90s. A-listers like Aaliyah, Destiny’s Child, and TLC posed in head-to-toe Hilfiger, helping the brand build its name. We can also chart Tommy’s rise by examining song lyrics on Genius.

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