Tommy Hilfiger taking next Tommy Now runway show to London in September

By

Godfrey Deeny

Published
Jun 2, 2017

Tommy Hilfiger is taking Tommy Now on the road again. His latest destination? London. His star runway attraction? Brand ambassador and uber-model Gigi Hadid. His show location? The Roundhouse, the legendary temple of Rock n Roll in Camden. The American designer will in effect close out the next London Fashion Week women’s season on Tuesday, September 19 at 7PM with this gala event.

 
The show will mark the third Tommy Now show, a See Now Buy Now concept Hilfiger developed where the actual collection can be bought at the site of the show; in select international Hilfiger flagship boutiques and immediately online. Hilfiger kicked off this revolutionary idea last September with a Tommy Pier show on the East River in Manhattan; and followed that with TommyLand in Venice Beach, Los Angeles, where models exited from a branded Tommy Air aeroplane and strutted their stuff before 3,000 people in a mini Coachella environment.
 
The star of both those shows, Gigi Hadid, will again appear in the London show, which will include the Fall 2017 TommyXGigi collection, the third design collaboration with supermodel and global brand ambassador.

“My vision for TommyNow was to create a global platform that could bring our shows to audiences around the globe like a rock-and-roll world tour,” said Hilfiger. “It’s about celebrating the connection between fashion and pop culture with experiences, performances and inspiring interactions that are designed around our consumers. We look forward to celebrating the rebellious spirit and star studded glamour of rock-and-roll in London for Fall 2017.”
 
The UK show will also include men’s looks from Hilfiger Edition – the first time since 2010 that his men’s and women’s collections have shared the same runway. The show will also feature the designer’s premier line Hilfiger Collection in the Roundhouse.
 
Built as an engine shed back in 1846, the Roundhouse has been the setting for legendary performances by such rock gods as the Rolling Stones, The Beatles and Jimi Hendrix, as well as epic Shakespeare productions directed by the likes of Peter Brook and Steven Berkoff.
 
All men’s and women’s runway looks on display in London will be available across an ecosystem of immediately shoppable channels in more than 70 countries, including Tommy Hilfiger stores and tommy.com, select wholesale partners, social media, shoppable live stream, the innovative 3D image recognition SNAP:SHOP app, and the A.I. powered TMY.GRL conversational commerce bot for Facebook Messenger.
 
The Hilfiger fashion house is a division of PVH Corp, an $8 billion corporation which also controls brands like Calvin Klein, Van Heusen and Speedo among others.