Tommy Hilfiger has instead handed its UK in-house and external PR to lifestyle PR firm The Communications Store (TCS).
The decision follows former Tommy Hilfiger European director of communications Daniel Marks's move to join TCS as a partner.
He has been joined at the agency by his former UK team members.
Ex-Tommy Hilfiger UK PR director Charlie Miller becomes TCS divisional director for fashion, while Julia Noon, the former PR co-ordinator at the fashion giant, takes on the role of account executive.
Marks said TCS would handle all UK PR and media relations, alongside acting as lead European agency providing strategic comms advice.
Tommy Hilfiger did not previously use a PR agency for the UK, but continues to employ a roster of consultancies across Europe, including DM Media in Paris, Boz Communications in Italy and Finally PR in Spain.
Marks joins TCS as the agency's third partner with a remit to launch a dedicated fashion arm.
Marks said the brief will focus on Tommy Hilfiger's growth plans. Recently a store opened in Manchester, and further UK openings are expected.