Tommy Now off to Shanghai in September with Lewis Hamilton

By

Godfrey Deeny

Published
Jun 27, 2018

Tommy Now, the multi-media See Now Buy Now runway show developed by Tommy Hilfiger has a new destination: Shanghai. Where the designer will present a show designed in part by Formula One star  Lewis Hamilton.

The American designer will stage the Fall 2018 Tommy Now show in the Chinese financial capital on Tuesday, September 4, the first time he will produce the concept show in Asia, which Hilfiger views as his brand’s “highest growth potential market.”
 
The event will mark a design first for Hamilton and the launch of the TommyXLewis collection. The British quadruple Formula One champion has been the Hilfiger global men’s ambassador since March of this year. Previous Tommy Now shows had included elements jointly designed by Hilfiger and supermodel Gigi Hadid. The Shanghai show will also feature the house’s signature collections for both men and women; and a Tommy Icons capsule collection – referencing leading figures from the worlds of fashion, art, music and entertainment.

The jaunt out east will be the fifth edition of the Tommy Now catwalk spectacular; which debuted in New York in September 2016 with Tommy Pier on the East River; before taking in stops in Los Angeles with Tommy Land; London’s famed Roundhouse concert venue with Rock Circus and, in February, the Milan Fair showgrounds with Tommy Now Drive.
 
“Tommy Now continues to disrupt the runway rules driven by our passion to introduce innovative ways to immerse as many consumers as possible into this event globally,” argues Hilfiger.
 
“For Fall 2018, our experiential event will evolve to become an even greater storytelling experience that celebrates our powerful Fall 2018 collections and ambassador partnerships. After successful stops in North America and Europe, I look forward to unveiling our next season on a new continent,” the designer added.
 
Designed as an all-action experience, the event is an industry leader in the See Now Buy Now movement, and the one uncontested, commercial success story in the whole idea of direct runway to consumer sales. Every runway look in Shanghai will be immediately available to consumers via an ecosystem of shoppable channels in more than 70 countries; including Hilfiger’s extensive store network, e-commerce site, wholesale partners and social media.
 
With annual sales of $3.893 billion, Hilfiger is the largest single company in PVH Corp, which also controls Calvin Klein, Speedo, Van Heusen, Arrow and Olga.