Tommy Hilfiger has announced the TOMMYNOW ICONS runway event, a celebration of iconic, American style that is inspired by the leaders of now who are driving positive change around the world. Set against Shanghai’s skyline, the experiential evening highlights Tommy Hilfiger’s commitment to Asia Pacific, its highest growth potential market.

This Fall 2018 TOMMYNOW show, the brand’s fifth in-season runway event, will take place on Tuesday, September 4th at 7:30 p.m. CST (China Standard Time) at the Shanghai Port International Cruise Terminal.

“Our TOMMYNOW platform is where our brand spirit and our commitment to the democratization of the runway reaches its full expression,” said Tommy Hilfiger.

“This season we’re partnering with Lewis Hamilton and other individuals from around the world whose extraordinary drive and optimistic energy inspire others to pursue their dreams. These traits are what will make the leaders of now, the icons of tomorrow. TOMMYNOW continues to evolve, taking our brand, partners, and consumers on a journey that brings our incredible campaigns and collections to life in a truly innovative and engaging way.”

Following the success of the first four TOMMYNOW shows, the Fall 2018 event builds on Tommy Hilfiger’s signature “See Now, Buy Now” format. Premiering at the show is the first TommyXLewis collaborative collection, designed by Tommy Hilfiger in partnership with British racing driver, four-time FIA Formula OneTM World Drivers’ Champion and global brand ambassador for TOMMY HILFIGER men’s, Lewis Hamilton.

The TOMMY ICONS capsule collection for women, whose global campaign is fronted by global brand ambassadors for TOMMY HILFIGER women’s model Hailey Baldwin, model and activist Winnie Harlow, and actress Maggie Jiang, will also debut at the show. For the third time, TOMMYNOW will combine HILFIGER COLLECTION men’s and women’s on the runway.

The pinnacle of the TOMMY HILFIGER product offerings, HILFIGER COLLECTION is sophisticated and elevated, blending the brand’s Americana heritage with contemporary influences and a playful fashion edge. All runway looks will be available across an ecosystem of immediately shoppable channels in more than 70 countries, including TOMMY HILFIGER stores and tommy.com, select wholesale partners, and social media.

Tommy Hilfiger continues to partner with the world’s top companies to drive cross-industry collaborations that create inspiring activations around the world, with a dedicated focus on China this season. The brand recently announced that it is partnering with Alibaba Group to hold a Super Brand Day on the world’s biggest e-commerce platform, Tmall.com, on September 4th.

During the Super Brand Day, the TOMMYNOW experiential runway event will be livestreamed on Tmall.com and consumers will enjoy exciting activations. Products ordered in the Jiangsu, Zhejiang and Shanghai areas will be delivered within 24 hours. At TOMMYNOW in Shanghai, an onsite Tmall pop-up featuring augmented reality mirrors will allow guests to try on their favorite pieces from the Fall 2018 TOMMY HILFIGER collection using a 3D avatar and order styles immediately for home delivery.

#TOMMYNOW coverage will be accessible through the brand’s social media channels and online at tommy.com. Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.

Source: Tommy Hilfiger