Behind the Tommy Hilfiger TommyNow roadshow
Following successful shows in fashion capitals around the world, Tommy Hilfiger brings the TommyNow roadshow to the heart of Milan for spring/summer 2018. In 2016 the Tommy Pier took centre stage at New York Fashion Week for AW16; Tommyland brought a new vibe to the heart of Los Angeles for SS17; and London enjoyed Rock Circus for the brand’s AW17 collection, which included the third fashion collaboration with model and Tommy Hilfiger womenswear ambassador Gigi Hadid.
Tommy Hilfiger on TommyNow in Milan
‘My vision for TommyNow was to create a global platform that we could take on tour to bring our show experience to new audiences around the world. It’s about the fusion of fashion, entertainment and pop culture, and experiences, performances and inspiring interactions that are designed around our consumers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TommyNow show.’
What to expect on the catwalk at Milan
SS18 will include an even selection of men’s and women’s fashion pieces from the Hilfiger Collection, alongside the fourth and final Tommy x Gigi collaboration with A-list model Gigi Hadid.
See now, buy now 2018
Continuing the popular see now, buy now format, the TommyNow SS18 fashion collection will be available to buy immediately after the show in over 70 countries, through Tommy Hilfiger stores, social media, a shoppable live stream, TommyNow Snap app and tommy.com.
Tommy Hilfiger on the Tommy x Gigi collaboration
‘We engaged with Gigi at the beginning of her trajectory, and I think it was just a feeling that we had that this girl was going to be beyond what any other model or any other ‘It’ girl could be. If you go with your gut in this business, sometimes it works, sometimes it doesn’t work. This time it worked beyond our expectations – way beyond.’
The TommyNow SS18 fashion show will take place at 8pm on 25 February in the MiCo Milano Congressi conference centre and will close Milan Fashion Week