Tommy Factory will be arriving to your area in the fall. It’s sure to be a memorable experience.
“Tommy Factory doesn’t exist in a physical place. It’s an experience of mind,” stated Tommy Hilfiger about the fall 2022 experiential creative playground he created after Andy Warhol’s New York studio.
Tommy Factory will be brought to life by a fall 2022 advertisement campaign that debuted Sept. 12. It features Future makers from all generations captured through a red-white-and-blue lens. According to reports, Tommy Hilfiger will return to New York Fashion Week in September.
The company’s “See Now and Buy Now” platform builds on New York’s pop culture history and the iconic Warhol Factory. It is a deconstructed artistic space that encourages creativity and self-expression.
Andy Warhol, who passed away in 1987, is still a significant figure in contemporary art and culture. His influence as an artist went beyond Campbell’s Soup cans or Brillo boxes. His work helped to narrow the gap between high culture and low culture.
Warhol’s Factory, once the epicenter for New York’s creative scene, was a melting pot of subcultures and people, hi-tech and lo-fi, style and creativity. The catalyst for the cultural revolution of the 1960s that influenced pop culture throughout the 1970s and 1980s. Hilfiger visited Warhol’s Factory to meet with him.
“Andy’s fascination for pop culture has always captured the spirit and heart of American society,” Hilfiger said. Hilfiger stated that Andy’s ability to connect to the most important things has always inspired me in all I do. When I started in the fashion industry, Andy brought together fashion, art, and entertainment in New York City.
The Factory was the place you wanted to be. His philosophy keeps me engaged with cutting-edge communities and creates new creative experiences.
The designer recalls the first time he met Warhol. Hilfiger was at Le Cirque having lunch with Mohan Murjani, who introduced them. Warhol was lunching with Stephen Sprouse.
“[Warhol] invited [me to his studio, and I was utterly in awe. Hilfiger said he was a master at bringing fashion, music, and celebrities together. He was a magnet for everyone. His creativity was captivating to all of them. I can still remember my first visit to his Factory. I was walking about and saw paintings all over the floor. The Velvet Underground was also in one building area, where they had set up a rehearsal. They were filming in the basement.
Hilfiger stated that he was close friends with Warhol up to his death. “He inspired and motivated me to embrace pop culture and make it a core part of my business.”
Hilfiger stated that they are reflecting Warhol’s Factory in Tommy Factory. “We’re creating a clash of cultures, past, present, and future. Classic and modern.” It’s a collision between the Futuremakers and the classics.
Michael Dayton Hermann is the director of licensing, marketing, and sales at the Andy Warhol Foundation for the Visual Arts. He said that the creative energy in New York City continues to bring together an inspiring variety of talent, just as it did at Andy Warhol’s Factory. We are proud that Tommy Hilfiger’s campaign pays a unique tribute to Andy Warhol. We will also generously support The Warhol Foundation’s philanthropic activities.
Craig McDean shot the campaign in Bronx, N.Y. and Katie Grand styled it. Kate Moss, her daughter, and model Lila Moss are the frontmen of the ads for their first campaign together. Travis Barker, Blink-182 drummer, and producer, is featured in the ads. He’s also a Grammy-winning actor, Golden Globe-nominated actor Anthony Ramos, multi-Grammy Award-winning recording musician, songwriter, and composer Jon Batiste, street pop artist Mr. Brainwash, and Lady Bunny, Wigstock drag legend, and tattoo artist Steve Wiebe.
Hilfiger stated they are all together in the photos, “and it’s an amalgamation of all the different talents. I wanted to make it part of what I call F.A.M.E. Fashion, art, music, and entertainment. I wanted to bring them all together to celebrate the clash between the cultures.
3D out-of-home activations will be held in London Piccadilly Lights and Chengdu in China. A fully integrated global digital plan will be available across CTV (or connected T.V.) in the U.S., YouTube, social media, and mobile. Hilfiger will take control of the Burj Khalifa tower in Dubai. In the U.S., they will also run out-of-home advertising. A painted wall will be placed at the corner of Lafayette Street and Canal Streets, New York. There will also be digital bus shelters, urban panels, and wild postings.
Additional placements out-of-home will be made in Berlin, Paris, and Milan.
Tommy Factory’s experiential N.Y.F.W. event will be Hilfiger’s. It will celebrate the power of the individual with installations inspired by Warhol’s 15 minutes of fame spirit. This will unite guests and models within the phygital area.
We want an inclusive, democratic, diverse, and joyous event for the brand. He said that it would be the industry’s first circular content moment. It will link the URL and the IRL for fashion week. The campaign’s stars will all be present at the show. Some will also be modeling. The brand will feature between 80 and 100 looks at the N.Y.F.W. show.
Hilfiger remains a firm believer in the “See Now, Buy Now” catwalk, which he calls his show. Hilfiger stated that people want instant gratification. They don’t want to wait and want to be able to purchase and wear the item immediately. On the runway, Hilfiger will present the fall 2022 Hilfiger collection for menswear and womenswear.
The Tommy Factory experience will be held at Skyline Drive-In, Brooklyn, at 7 p.m. on Sept. 11, with a synchronized Metaverse activation. The industry’s first IRL footage from the “See Now. Buy Now” catwalk will Livestream into the Tommy Play experience on Roblox. This site has more than 50,000,000 daily users and is accompanied by avatars. In fall 2022, Tommy Hilfiger looks at who will take control of the virtual city of New York.
Tommy Hilfiger’s “See Now, Buy Now” concept will allow you to purchase every style that walked down the runway and digital exclusives on Roblox.
Hilfiger stated that all the installations and experiences at the runway show would be about fashion, art and music, and the Tommy Factory experiential playground. Even before the show begins, there will be plenty going on. He said, “It’s all going be inspired by Andy Warhol’s studio factory.”
By Warhol’s will, the Andy Warhol Foundation was established in 1987.
It has since been one of America’s most prominent funders of contemporary art. The foundation has distributed more than $250 million in cash grants. These grants support the creation, presentation, and documentation of contemporary visual art, wildly experimental, under-recognized, or challenging work. The foundation’s endowment is funded by the proceeds of licensing projects like the Hilfiger One. Hilfiger refused to reveal the financial terms of this partnership.