Tommy Hilfiger said Thursday that it would return for New York Fashion Week for the first time in the past three years. The brand plans an immersive runway show to unveil new pieces from the “See Now Buy Now” autumn 2022 collection.
The event will be held in September. 11th at 7 p.m. ET will feature a lo-fi and high-tech unison. The event will bring people together by way of an IRL event that will take place on The Skyline Drive-In in Brooklyn and through the form of a parallel metaverse that will be activated.
“My heart immediately went to New York’s iconic creative culture when I thought about launching our return to fashion week,” said Tommy Hilfiger. “This is the place where art, fashion, entertainment, and music were being woven together when I first began my career in the business. Today, this way of thinking still draws me to join other communities that are creating new experiences for creativity.
This season is about the intersection of my favorite archive ideas with fresh live event ideas and virtual environments. It’s the perfect representation of the values we hold dear while we pay homage to our heritage with an upcoming return to NYFW.”
Brand activations incorporating multimedia are anticipated for the autumn 2022 Tommy Hilfiger collection to life from New York to European capitals up to Chengdu in the broader region. The new retail concept in the stores of select Tommy Hilfiger brands and acquisitions of critical wholesale and pure-player partners across the globe will be a part of the phygital show. Partnerships with world-class talent will be made both on and off the runway.
In a world-first event, this “See Now Buy Now ” catwalk will be live-streamed to Roblox’s worldwide Roblox community with more than 50 million users daily with avatars dressed in autumn 2022. Tommy Hilfiger fashions will be taking over the remixed digital city of New York. Each piece of clothing spotted on the runways will be available worldwide through Hilfiger’s “See Now Buy Now” concept, which includes complete digital versions available on Roblox. Hilfiger signed a deal in December 2021 with Roblox at the end of December 2021 and is expanding it with new stages.
Hilfiger is one of the divisions that are part of PVH Corp. The company recorded $9.3 billion in worldwide retail sales in 2021. It is present in 100 countries and over 2,000 of its retail outlets, including the largest flagship store on tommy.com.