Tommy Hilfiger makes NYFW comeback, show also to be seen via Roblox

By

Sandra Halliday

Published
Jul 14, 2022

PVH’s Tommy Hilfiger label is returning to New York Fashion Week in September for the first time in three years, with an “experiential” runway event built around its latest see-now-buy-now collection for Fall 2022.

The company said it will also be “immersing audiences physically and digitally into a refreshed brand world”.

The show happens at 7pm on 11 September and it said “the interactive experience draws inspiration from New York’s 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”.

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”.

Tommy Hilfiger, whose eponymous brand was originally founded in New York, said: “My heart immediately went to New York’s iconic creative culture when I thought about where to launch our return to fashion week. This 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. It’s the perfect expression of what we stand for as we pay homage to our roots with a return to NYFW.”

The company also said that it’s putting in place an industry first by its catwalk show being live-streamed into the global Roblox community of over 50 million daily users, accompanied by avatars dressed in looks from the collections “who will take over the remixed virtual city of New York”.

The brand’s Roblox partnership launched last December and as this new development shows, is continuing to evolve.

While the main event happens in NYC on the runway, the company said that the collection will also be brought to life elsewhere — from New York itself and  "European capitals to Chengdu, and beyond" — with new retail concepts in select brand stores. And there will also be takeovers with key wholesale and pureplay e-tail partners worldwide to complement the ‘phygital’ showcase. 

“Partnerships with global talent will debut on and off the runway, heroing Tommy Hilfiger’s roots in shaking up prep classics,” the company added.

Every style on the real runway will be available to buy globally, as will the digital product exclusives on Roblox.