Tommy Hilfiger’s TommyNow Drive fashion show will close Milan Fashion Week.
The American designer is fusing fashion with his love of motorsports in a runway extravaganza which will be held at the Milano Congressi in front of 2,000 guests.
Tommy will show the men’s and women’s Hilfiger collection as well as the fourth TommyxGigi capsule created with the American designer’s muse and collaborator Gigi Hadid.
Inspired by the 66-year-old designer’s passion for racing, TommyNow Drive is his first event following the brand’s multiyear partnership with Formula One World Champion Mercedes-AMG Petronas Motorsport.
Tommy, who has staged previous TommyNow shows in New York and Los Angeles, told WWD the show will continue the brand’s “innovative approach to the runway with new interactive elements that engage fans and immerse them in the world of Formula One”.
“This season’s set brings the runway and racetrack together. We’re fusing fashion and motor racing with exciting, innovative activations for an experiential event that will bring our consumer closer to the show.” he added.
The show will include immersive activations including the Bose Virtual Race Garage featuring QuietComfort 35 II Noise-Canceling Wireless Headphones, the F1 Race Simulator and F1 Pitstop Challenge, both courtesy of Mercedes-AMG Petronas Motorsport.
As with previous TommyNow shows, all runway looks will be immediately available in more than 70 countries, including the brand’s global wholesale network and own retail channels, Tommy.com, social media content, shoppable live-stream and chatbots.
Meanwhile his favourite collaborator Gigi, 22, has incorporated elements of Formula One into her fourth TommyxGigi collection and admits the sport inspired her to create garments for a “strong modern Tommy Girl”.
“Formula One is such an exciting sport, the atmosphere is electric at each race,” she smiled. “There is so much to be inspired by. I love the bold logos, racing stripes and athletic colourblocking on the track and uniforms.
“Tommy has always had a love for motorsports and the collection reflects that. We’ve combined Tommy’s passion for the sport with my personal twist on athleisure style. We were inspired by the strong, confident and modern ‘Tommy Girl’.”
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