Tommy Hilfiger to host next TommyNow show in Shanghai

Tommy Hilfiger’s TommyNow runway show is continuing its grand tour of the
world, and its next stop is Shanghai. The news first broke on WWD. To date,
Hilfiger’s held see-now-buy-now runway shows in New York, Los Angeles,
London and Milan. This next iteration of TommyNow will take place on
September 4. Shanghai was chosen as Asia is the brand’s top potential
growth market.

“TommyNow 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,” Tommy Hilfiger said in a statement to WWD. “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.”

Although Tommy Hilfiger and Gigi Hadid have ended their Tommy x Gigi
collaboration, it did wonders for the brand in every aspect from social
media to sales. The collection was able to draw in more female customers,
and helped Tommy Hilfiger increase revenue by 21 percent to 1 billion
dollars for the first quarter of 2018.

Hilfiger has found a new design partner in British Formula One racer Lewis
Hamilton. Hamilton is a four-time Formula One champion and a global brand
ambassador for Tommy Hilfiger. As fashion continues to evolve to a more
sporty look versus the traditional preppy aesthetic that Hilfiger became
famous for, Hamilton could create a more athletic wear type collection
inspired by his own style as a race car driver. The last collection
Hilfiger showed in Milan was race car themed, so it’s possible the two are
working together to take that aesthetic even a step further. The Tommy
Icons collection celebrating icons of fashion, art, and music will also be
presented during the Shanghai show.

All of the looks from the collection will be immediately shoppable after
the show at points of sale in over 70 countries, as well as on Tommy.com.

photo: via Tommyhilfiger.com