The experiential runway event kicked off with “Tommy Pier” in New York for Fall 2016 and following it was “Tommyland” in Los Angeles for Spring 2017 and “RockCircus” in London for Fall 2017. Most recently, “TommyNow Drive” happened in Milan for Spring 2018. The choice to pop up in Shanghai was a practical one, driven by the brand’s focus on the huge growth potential of the Asia-Pacific market, as well as a creative decision to keep reinventing outside the traditional markets.
“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. “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.”
TommyNow is an immersive experience using the increasingly popular see now, buy now model of runway show. This Shanghai show will be the first event to happen without a Gigi Hadid capsule collection. Instead, Hilfiger will dip further into the sporty part of its brand personality with a capsule co-designed by Lewis Hamilton, a Formula One World Champion. In true TommyNow spirit, the collection will be instantly shoppable in Tommy Hilfiger stores and online.