TOMMY HILFIGER RETURNED TO NEW YORK FASHION WEEK WITH MULTIVERSE TOMMY FACTORY RUNWAY EXPERIENCE AND STAR-STUDDED GUEST LIST
AMSTERDAM, THE NETHERLANDS (SEPTEMBER 2022) – Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], has celebrated its homecoming to New York Fashion Week on Sunday, September 11th with Tommy Factory Fall ‘22 Runway Show – and in true New York style, the show went on despite the rain. The show unveiled the new TH Monogram, created in partnership with illustrator and graphic designer Fergus Purcell, delivering a new take on modern prep. Digital innovations immersed physical audiences in an experiential multiverse runway show – while the livestream for global audiences blended the physical show into the virtual world featuring Superplastic star avatars.
FALL ‘22 COLLECTION STATEMENT
“WELCOME TO TOMMY FACTORY – THE MAKING OF A FASHION SHOW. A homecoming to our creative heart, this Fall 2022 we pay tribute to Andy Warhol’s iconic NYC factory, where he brought together fashion, art, music and entertainment.
From our new TH Monogram designed in partnership with Fergus Purcell to our boundary-breaking collaboration with British designer, Richard Quinn, this Fall we’re colliding the classic with the new to light up what’s next. Remixing traditional Americana codes with a contemporary, streetwear-inspired twist. Clashing bold pop colors, reimagining proportions and restyling heritage classics in unexpected ways.
This is modern prep, for all. An inclusive celebration of pop culture and creativity, across all worlds from IRL to URL – this is Tommy Factory.”
– Tommy Hilfiger
RETURNING TO NYC WITH TOMMY FACTORY
Inspired by Warhol’s legacy of celebrating pop culture and creative expression, the phygital event brought together Futuremakers from the worlds of fashion, music, art and entertainment under one roof. Audiences arrived with the set intentionally unfinished, inviting them to experience the making of a fashion show with a cast of forward-thinking artists. Jon Batiste embraced the concept and gave an impromptu performance as he walked the carpet. The first-of-its-kind simultaneous IRL and URL runway show immersed guests in the creative playground of Tommy Factory, celebrating boundary-pushing collections and creativity across all worlds. The show grand finale included a one-off performance by legendary drummer and producer Travis Barker, playing an exclusive track for Tommy Factory, with the skyline set behind him.
THE MAKING OF A FASHION SHOW
A curated cast of next-generation photographers, videographers and artists created live art at the show and gave audiences full access to backstage preparations of the show – including hair, make-up, first looks and set design. Live set creation featured local NY talent, including Scotty Selvin, set designer; Gabe Rozzell, airbrush artist; Print Mafia & Made By Crack, screen printer; Te’an Archer, wheatpasting; Bladi, photographer; Risa Andy, live printing and wheatpasting; and graffiti artists Kyzer, OM!, Humane and DNTWATCHTV. Their content was broadcast alongside the show as part of the physical set, in the livestream within the TOMMY PLAY experience on Roblox and across the brand’s channels.
MODELS ON THE RUNWAY
The show was opened by Jalin Johnson and featured a diverse cast of models including Lila Moss, Winnie Harlow, Alton Mason, Amelia Gray, Duckie Thot, Hari Nef, Julia Fox, Paloma Elsesser, Parker van Noord, Precious Lee on the physical runway – as well as Bob Colacello, Warhol’s right-hand-man and editor of Interview magazine and American actress and model Donna Jordan, well-known as a Warhol Superstar. Avatar stars from Superplastic Janky, Guggimon and Dayzee took to the virtual runway in TOMMY PLAY wearing Tommy Hilfiger x Richard Quinn and made a special appearance at the IRL event through digital innovation.
FRONT ROW GUESTLIST
The IRL show was attended by Kourtney Kardashian, Kris Jenner, Corey Gamble, Richard Quinn, Shawn Mendes, Jon Batiste, Kate Moss, Halima Aden, John Legend, Rickey Thompson, Jaylen Brown, Anthony Ramos and Paulo André. Special guest appearance from original Factory member Jane Forth, who won her notoriety as Warhol’s teenage superstar. Guests included Lady Bunny, Luka Sabbat, Wisdom Kaye, Miss Fame, Law Roach, Martine Rose, Noah Beck, 24k Goldn, Yungblud, Jesse Jo Stark, Latto, Anne Marie, Trippie Red, Riisa Naka, FEWOCiOUS. Online, the event was livestreamed on tommy.com, partner platforms, the brand’s social media channels and the TOMMY PLAY experience on Roblox.
BLENDING IRL & URL WORLDS
Guests arrived at Tommy Factory and were immediately immersed in the phygitally created brand world. Mylar balloons, inspired by Warhol’s iconic Silver Clouds, were floating against the NYC skyline – and given a digital twist with an augmented video remix of an AR guest-generated balloon installation and immersive NYC environment from Roblox played on a loop across the screens. As the experience progressed, live art was made in the creative playground while metaverse activations engaged IRL audiences, such as the Tommy Factory NFT, courtesy of Rove, that guests could receive through their phone in under a minute.
As an industry first, the physical show was livestreamed for the community on Roblox as part of an exclusively produced runway event using cutting-edge Roblox technology. Audiences could watch the IRL show while simultaneously watching screens that broadcast the show in Roblox’s remixed New York, in real-time. At the same time, the metaverse catwalk featured Superplastic star talent avatars Janky, Guggimon and Dayzee, with a special appearance from Chinees metahuman NOAH – creating a truly phygital experience across all consumer touchpoints.
DEMOCRATIZING FASHION – ‘SEE NOW, BUY NOW’
An assortment of menswear, womenswear and gender-inclusive styles were available to purchase in real time the moment they hit the runway, through the brand’s signature ‘See Now, Buy Now’ concept, with exclusive digital products available on Roblox. The collections are now available across the brand’s global channels, in retail stores and at select wholesalers.
TOMMY FACTORY CONTINUES WITH THE FALL 2022 CAMPAIGN
Tommy Factory broadcasts the brand’s determined optimism and inclusive spirit globally with holistic marketing activations. Launching September 12th, the Fall 2022 campaign continues blending hi-tech and lo-fi to celebrate pop culture and creative expression. Shot by Craig McDean in the Bronx and styled by Katie Grand, the campaign includes supermodel Kate and model daughter Lila Moss; drummer and producer Travis Barker; Grammy®-winning artist, Golden Globe® and Emmy® nominated actor Anthony Ramos; multi-Grammy® Award-winning recording artist, songwriter and composer Jon Batiste; pop artist Mr. Brainwash; Wigstock drag legend Lady Bunny; and tattoo artist Steve Wiebe.
DIGITAL EXPERIENCES
Missed the show? Catch the playback here: https://tommy.click/FALL22-RUNWAY-SHOW
Link to all Tommy Factory assets here: https://newsroom.tommy.com/
Explore TOMMY PLAY: https://www.roblox.com/games/9129288160/WINGSUITS-Tommy-Play
Join the conversation on social media using #TommyHilfiger, #NYFW, #TommyHilfigerXRichardQuinn and @TommyHilfiger.
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About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, uplifting and inspiring consumers since 1985. The brand creates iconic style, which comes alive at the intersection of the classic and the new, co-created with people who are shaping culture around the world. TOMMY HILFIGER celebrates the essence of classic American style with a modern twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections including men’s, women’s and kids’ sportswear, denim, accessories, and footwear. Tommy Hilfiger has an unwavering commitment to sustainability and inclusivity.
Global retail sales of TOMMY HILFIGER products were approximately $9.3 billion in 2021 and the brand is powered by more than 16,000 associates worldwide — present in 100 countries and more than 2,000 retail stores, including its largest global flagship store at tommy.com. PVH acquired Tommy Hilfiger in 2010 and continues to oversee a focused approach to growing the brand’s worldwide relevance, presence, and long term growth.
About PVH Corp.
PVH is the growth platform for Calvin Klein and TOMMY HILFIGER. Through driving brand strength and relevance, we are connecting our global, iconic brands closer to where the consumer is going than ever before, today and with future generations. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.
About The Andy Warhol Foundation for the Visual Arts, Inc.
As the preeminent American artist of the 20th century, Andy Warhol challenged the world to see art differently. Since its founding in 1987, in accordance with Warhol’s will, The Andy Warhol Foundation has established itself among the leading funders of contemporary art in the United States. The Foundation has distributed more than $250,000,000 in cash grants which support the creation, presentation and documentation of contemporary visual arts, particularly work that is experimental, under-recognized or challenging in nature. The Foundation’s ongoing efforts to protect and enhance its founder’s creative legacy ensure that Warhol’s inventive, open-minded spirit will have a profound impact on the visual arts for generations to come. Proceeds the Foundation receives from licensing projects such as this contribute to the Foundation’s endowment from which these grants are distributed. For more information please visit www.warholfoundation.org.
