he Tommy Hilfiger Fall 2022 launch immerses audiences in brand explorations that bridge IRL and metaverse connectivity in a continuation of the industryโs largest โSee Now, Buy Nowโ platform
ย Real-time brand experiences play out across a high-energy multimedia landscape that moves participants from the Brooklyn waterfront event to the Roblox gaming world and into new phygital commercial concepts globally
AMSTERDAM–(BUSINESS WIRE)–Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces its return to New York Fashion Week for the first time in three years with an experiential runway event that will unveil the latest โSee Now, Buy Nowโ Fall 2022 collection while immersing audiences physically and digitally into a refreshed brand world.
โMy heart immediately went to New Yorkโs iconic creative culture when I thought about where to launch our return to fashion weekโ
Taking place on September 11th at 7 p.m. EDT, the interactive experience draws inspiration from New Yorkโs one-of-a-kind creative scene: an epicenter of people and subcultures, a collision of lo-fi and hi-tech, and a fusion of style and creativity. Infused with the ambiance and raw grit of New York City โ the birthplace of the TOMMY HILFIGER brand โ the event will connect people through spontaneous moments of creativity at an IRL showcase set at the Skyline Drive-In in Brooklyn and in a parallel metaverse activation.
โMy heart immediately went to New Yorkโs iconic creative culture when I thought about where to launch our return to fashion week,โ said Tommy Hilfiger. โThis is where fashion, art, music and entertainment was all coming together when I first started out in the industry. And today, it is still this approach that inspires me to engage with the cutting-edge communities building new creative experiences. This season is all about the collision of my favorite archival inspirations with new live event concepts and virtual worlds. Itโs the perfect expression of what we stand for as we pay homage to our roots with a return to NYFW.โ
Innovative multi-media brand activations will bring the Fall 2022 TOMMY HILFIGER collection to life โ from New York City to European capitals to Chengdu, and beyond. New retail concepts in select TOMMY HILFIGER stores and takeovers with key wholesale and pure player partners worldwide will complement the phygital showcase. Partnerships with global talent will debut on and off the runway, heroing TOMMY HILFIGERโs roots in shaking up prep classics.
In an industry-first, the โSee Now, Buy Nowโ catwalk will be live-streamed into the global Roblox community of over 50 million daily users, accompanied by avatars dressed in Fall 2022 TOMMY HILFIGER styles who will take over the remixed virtual city of New York. Every style hitting the physical runway will be available to purchase globally through Tommy Hilfigerโs โSee Now, Buy Nowโ concept, including digital product exclusives on Roblox. The brandโs partnership with the global multiverse platform launched in December 2021 and continues to expand through new phases.
Join the conversation on social media using #TommyHilfiger and @TommyHilfiger.
