Tommy Hilfiger, which is owned by PVH Corp, has announced that the autumn 2018 Tommynow experiential runway event will travel to Shanghai, China on September 4 as a new concept that celebrates the brand’s commitment to reinvention and focus on Asia Pacific, its highest growth potential market.

Tommy Hilfiger’s unique ‘See Now, Buy Now’ global platform will continue to evolve through innovative and immersive digital content fused with real-life experiences accessible to both virtual audiences globally and those attending the live event.

This approach reflects Tommy Hilfiger’s continued dedication to bringing Tommynow to new cities and audiences across the world, following high-powered productions with ‘Tommynow Drive’ in Milan for spring 2018, ‘Rockcircus’ at London’s iconic Roundhouse concert venue for autumn 2017, ‘Tommyland’ in Los Angeles for spring 2017 and ‘Tommypier’ in New York City for the autumn 2016 debut.

Model Gigi Hadid has been a design collaborator with the brand since 2016.

“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,” said Tommy Hilfiger. “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.”

The autumn 2018 Tommynow experiential fashion show will present the first TommyXLewis collaborative collection designed by Tommy Hilfiger with British Formula One racing driver, four-time Formula One World Champion and global brand ambassador for Tommy Hilfiger men’s, Lewis Hamilton.

Additional collections, including Hilfiger Collection styles for men and women and the Tommy Icons capsule collection will also feature on the runway. The event will celebrate icons of tomorrow in the world of fashion, art, music as well as entertainment whose powerful, innate drive pushes them to lead and inspire the next generation of consumers globally.

Following the sell-out success of the first four Tommynow shows, the autumn 2018 experiential event will continue to build on Tommy Hilfiger’s signature ‘See Now, Buy Now’ format. All runway looks will be available across an ecosystem of immediately shoppable channels in more than 70 countries, including Tommy Hilfiger stores and tommy.com, selected wholesale partners and social media.

Tommy Hilfiger is locally represented by Trilogy Ltd.

(Content provided by Trilogy Ltd)

‘Tommynow Drive’ in Milan for spring 2018: the designer with Gigi Hadid.