Tommy Hilfiger's palatial presentation at Pitti Uomo

By

Susan Spies

Published
Jan 12, 2017

After his extravagant amusement-park catwalk in New York last fall, Tommy Hilfiger continues to go big, last night celebrating the presentation of his Fall 2017 Hilfiger Edition collection with a special showing of 20 looks in Florence, Italy's historic Palazzo Corsini.

Typical of the brand's star power, the guest list included a parade of celebrities decked out in the signature Hilfiger palette of red, white and blue, or in this case, some famous sons of celebrity fathers, such as Rafferty Law, Gabriel Kane Lewis, Presley Gerber and the designer's step son, Julian Ocleppo.

The American designer expressed his enthusiasm for the Italian men's wear show in a statement: "Since I first launched my brand in 1985, menswear has been a key part of the Tommy Hilfiger brand. Men’s fashion is really having a moment right now, and it’s great to be here at Pitti – one of the greatest platforms in the world for menswear designers – to celebrate the growth and achievements of the men’s fashion world.” 

The label's booth on the Pitti Uomo show floor in the Fortezza Da Basso is itself quite an undertaking, combining artistic installations and mannequin presentations with digital displays. The label says it is its first-ever presentation of all the sportswear collections in one space, grouping together Hilfiger Edition, Tommy Hilfiger Tailored and the Tommy Hilfiger lines. 
 

The booth offers many digital bells and whistles, including touchscreen retail shopping walls and visual merchandising fixtures, as well as the brand’s signature Digital Showroom. The concept aims to "revolutionize the wholesale experience for retailers by offering a more engaging and highly customized buying approach that significantly reduces global sample investments. The interactive system blends collection information, assortment sales tools and brand content in one seamless interface."

Pitti Immagine Uomo men's wear trade show is currently taking place in Florence, Italy from January 10-13. The show is considered to be one of the most important industry events in men's fashion, last year drawing 36,000 attendees, 25,000 of whom were registered professional buyers.