On September 11, 2022, Tommy Hilfiger will return to New York Fashion Week after a three-year absence with an event unveiling his latest "See Now, Buy Now" Fall 2022 collection.
For the occasion, he will engage the audience both physically and digitally by taking inspiration from New York's creative scene that involves a mix of people and subcultures, blending lo-fi and hi-tech, according to brand’s own philosophy “Waste nothing welcome all”.
In the setting of New York City, the birthplace of the Tommy Hilfiger brand, the event will connect people through IRL creative moments set up at Brooklyn's Skyline Drive-In and through a parallel activation in the Metaverse.
"When I thought about where to make our return to the runways, my heart immediately went to the iconic creative culture of New York City," said Hilfiger. "This is where fashion, art, music and entertainment connected when I started working in this industry. And to this day, that approach still drives me to engage with local communities, building new creative experiences. This season is about merging my past inspirations combined with new concepts of live events and virtual worlds. It is the perfect expression of what we stand for while paying homage to our origins with a return to NYFW."
Various multimedia brand activations will bring the Tommy Hilfiger Fall 2022 collection to life, from New York to European capitals to Chengdu and beyond. New retail concepts in select brand stores, along with takeovers from key retail partners and pure players around the world, will complete the phygital experience. On and off the runway, collaborations with global talent will debut, reinterpreting prep classics in a new key.
An industry first, the "See Now, Buy Now" show will be live-streamed within Roblox's global platform of more than 50 million daily users, accompanied by avatars wearing garments from the Fall 2022 collection in a completely reimagined New York City.
Every Tommy Hilfiger look that will walk the physical runway will be available for purchase through the "See Now, Buy Now" platform, including digital exclusives on Roblox. The brand's partnership with the global multiverse platform was launched in December 2021 and continues to expand through new initiatives.