Tommy Hilfiger is to hold his next TommyNow fashion show in Shanghai, China.
The American designer launched his brand in 1980 and has since gone on to build up a reputation for his sleek suiting and preppy sportswear, with fans extending across the film and music industries.
Of late, Hilfiger has adopted a ‘see now, buy now’ business model and unveiled his TommyNow concept lines at spectacles held in New York, Los Angeles, London and Milan, and has now confirmed that he will be heading to Asia for his upcoming presentation.
“TommyNow continues to disrupt the runway rules driven by our passion to introduce innovative ways to immerse as many consumers as possible into this event globally,” Hilfiger said in a statement, according to WWD. “For fall 2018, our experiential event will evolve to become an even greater storytelling experience that celebrates our powerful fall 2018 collections and ambassador partnerships. After successful stops in North America and Europe, I look forward to unveiling our next season on a new continent.”
An exact location for the show has not yet been announced. However, Hilfiger confirmed that it will take place on 4 September (18). The fall 2018 runway extravaganza will include the men’s and womenswear lines from the Hilfiger Collection, the Tommy Icons capsule range as well as Lewis Hamilton’s debut collection for the brand.
Formula One driver Hamilton announced in April that he was teaming with the label and shared that his designs would be inspired by his tattoos and street art.
“Lewis is a global superstar and he’s not only one of the top athletes in the world, he’s also, in my eyes, a fashion icon. He is a student of fashion, he has a sense of style, and he puts himself together in a very cool way that’s very real,” said the 67-year-old during an interview with Lewis at the time. “His look is iconic.”
The Shanghai show will be the first TommyNow presentation without a capsule line from model Gigi Hadid, who dropped her fourth and final limited-edition line for the company at the Milan show in February.
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