TOMMY HILFIGER BRINGS SPRING 2018 TOMMYNOW “DRIVE”
EXPERIMENTIAL RUNWAY EVENT TO MILAN
TOMMYNOW “DRIVE” traveled to Milan with global brand ambassador Gigi Hadid; and men’s and women’s runway looks available across an ecosystem of immediately shoppable channels in over 70 countries. The fully reinvented Spring 2018 TOMMYNOW experiential event fused fashion with motor racing activations, celebrating Tommy Hilfiger’s partnership with Mercedes-AMG Petronas Motorsport.
TOMMYNOW “DRIVE”, a high-energy experiential event built around fashion, innovation and the adrenaline-fueled world of Formula One. Inspired by Tommy Hilfiger’s love of motorsports, the show combined speed and immediacy with a touch of vintage nostalgia.
Spring 2018 TOMMYNOW, the brand’s fourth in-season runway show, took place during Milan Fashion Week on Sunday, February 25, 2018 at Milano Congressi. Following the success of the first three TOMMYNOW shows, the Spring 2018 event built on Tommy Hilfiger’s signature “See Now, Buy Now” . Over 2,000 guests, including consumers, press, buyers, VIPs and industry influencers, were invited to enjoy inspiring, unexpected fashion experiences. Guests were immersed into the high-energy world of TOMMYNOW “DRIVE” through a futuristic, high-octane tunnel and portrait station surrounded by real-life sounds of Formula One racing, courtesy of Bose speakers, and speeding LED light installations. They experienced the thrill of motor racing at the F1 Race Simulator and F1 Pitstop Challenge, both courtesy of Mercedes-AMG Petronas Motorsport.
Tommy Hilfiger was recently recognized as one of the Top 3 most innovative companies in Style by Fast Company as part of its annual signature issue. This recognition was received because of the brand’s unique TOMMYNOW “See Now, Buy Now” approach, giving nod to the world-first digital and commerce innovations that TOMMY HILFIGER has launched through the platform. TOMMYNOW continues to act as an incubator for innovation where new technology is tested, evolved and integrated into the Tommy Hilfiger business.
This season, the TOMMYNOW “Behind the Drive” experience, produced with parallax effects, added an additional immersive digital storytelling layer onsite. By scanning QR codes placed across the transformed Milano Congressi, guests were brought into the world of TOMMYNOW. Exclusive photo and video content included the evolution of the Spring 2018 TommyXGigi collaborative capsule and the process of developing a Formula One Mercedes- AMG Petronas Motorsport racing car.
This season, TOMMYNOW SNAP continues to use 2D and 3D image recognition technology that allows app users to take a photo of any item in-store, in an ad, on the runway (live or online), or on the street and shop it instantly through tommy.com. This season, Artificial-Intelligence-powered TMY.BOY and TMY.GRL chatbots on Facebook Messenger
will provide celebrity styling advice through video content of influencers at TOMMYNOW “DRIVE” sharing their favorite Spring 2018 TOMMY HILFIGER collection looks.