Tommy Hilfiger said Thursday that he will return to New York Fashion Week for the first time in three years. He plans an experiential runway event that will reveal the Fall 2022 “See Now Buy Now” collection.
Taking place on September 11 at 7 pm EDT, the show will be a mix of lo-fi and high-tech. The event will connect people through an IRL showcase at the Skyline Drive-In in Brooklyn and a parallel metaverse activation.
“My heart immediately went to New York’s iconic creative culture when I thought about where to launch our fashion comeback week,” said Tommy Hilfiger. “This is where fashion, art, music and entertainment came together when I started in the industry. And today, it is still this approach that inspires me to engage with other cutting-edge communities to build new creative experiences. This season is all about the collision of my favorite archive inspirations with new live event concepts and virtual worlds. It’s the perfect expression of what we stand for as we pay homage to our roots with a return to NYFW.”
Multimedia brand activations are expected to bring Tommy Hilfiger’s Fall 2022 collection to life from New York to European capitals, Chengdu and beyond. New retail concepts in select Tommy Hilfiger stores and acquisitions with key wholesale and pure player partners around the world will complement the phygital showcase. Partnerships with global talent will occur on and off the runway.
In an industry first, the “See Now Buy Now” catwalk will be broadcast live to Roblox’s global community of over 50 million daily users, accompanied by avatars dressed in Fall 2022 Tommy Hilfiger styles taking over of the remixed virtual city of New York. All styles that hit the physical runway will be available to purchase globally through Hilfiger’s “See Now, Buy Now” concept, including digital exclusives on Roblox. Hilfiger launched a partnership with Roblox in December 2021 and continues to expand through new phases.
Hilfiger, a division of PVH Corp., had $9.3 billion in global retail sales in 2021 and is available in 100 countries and more than 2,000 retail stores, including its world’s largest flagship store at tommy.com.
Source: wwd.com