After a three-year hiatus, Tommy Hilfiger is set to make a comeback at New York Fashion Week (NYFW) in September. The brand will be unveiling its Fall 2022 collection, which will be available for purchase immediately after the show. In addition to the physical runway event, Tommy Hilfiger is aiming to provide audiences with a refreshed brand experience, both in-person and digitally.
The highly anticipated show will take place at the Skyline Drive-In in Brooklyn on September 11th at 7pm. Drawing inspiration from New York’s vibrant creative scene, Tommy Hilfiger has designed an interactive experience that combines various subcultures, styles, and technologies. The goal is to connect individuals through spontaneous moments of creativity, both at the drive-in and in a virtual metaverse activation.
Tommy Hilfiger’s decision to return to NYFW was heavily influenced by the city’s iconic creative culture. Recognizing New York as a hub for fashion, art, music, and entertainment, the brand believes it is the perfect location to stage its comeback. Additionally, Tommy Hilfiger aims to engage with cutting-edge communities and create new and exciting artistic experiences.
In a groundbreaking move, Tommy Hilfiger will be live-streaming its catwalk show in the Roblox community, which boasts over 50 million daily users. Avatars dressed in garments from the collection will take over the virtual city of New York on Roblox. This partnership with Roblox, which first began in December, exemplifies the brand’s commitment to evolving and engaging with its audience in innovative ways.
While the main event will unfold in New York, the collection will also come to life in other locations. Tommy Hilfiger plans to introduce fresh retail concepts in select brand stores worldwide, spanning European capitals to Chengdu and beyond. Moreover, the brand intends to collaborate with key wholesale and pureplay e-tail partners globally, complementing the physical and digital showcase through this phygital approach.
The company will debut partnerships with global talents, both on and off the runway, to showcase Tommy Hilfiger’s art of reinventing classic preppy styles. Every style featured on the runway will be globally available for purchase, including exclusive digital products on Roblox.
Tommy Hilfiger’s return to NYFW highlights the brand’s dedication to innovation and its desire to connect with its audience through captivating experiences. By embracing both the physical and digital realms, the brand aims to reach a global audience and present its latest collection in a distinct and engaging manner.
Useful links:
– Tommy Hilfiger Official Website
– New York Fashion Week Official Website
