One of New York’s most influential brands is planning on having a moment for NYFW. Precisely, Tommy Hilfiger will present its Fall Winter 2024 collection inspired by and entitled ‘A New York Moment,’ where the designer said it all started for the internationally known brand. Taking place on February 9 at 8 PM at a location described in a company release as ‘one of the city’s longest-standing institutions’, the show will feature both the women’s and men’s collections and focus primarily on the wholesale market.
The move marks a shift in the direction of the various global mega see now, buy now shows the brand has been hosting in recent years, which hosted a diverse audience. (The brand didn’t confirm if clients are part of the mix, but traditionally, VIP customers attend brand fashion shows.) The Tommy Hilfiger brand can boast a 70s-inspired Zendaya collaboration show that featured Grace Jones on the runway and another show in Harlem with the Euphoria actress, which featured live musicians and old-school cars cruising the catwalk; in Milan, the brand wrapped its successful Gigi Hadid collaboration and introduced its Formula 1 partnership in a show commandeered by car racing tropes; and closer to home, the brand aligned its preppy roots with hipster cool at an outdoor show on the Greenpoint waterfront, complete with a deluge of unexpected rain.
While a more targeted audience akin to viewing collections a season ahead on the runways will be in attendance, the designer says his shows won’t thoroughly abandon this approach. FashionNetwork.com spoke to Hilfiger exclusively, who explained that the program is just shifting gears.
“See Now, Buy Now moved off the fashion week runway and into the cultural conversation. Everything we do today, from F1 campaigns to talent partnerships to fashion week parties, is about a 24/7 See Now, Buy Now ecosystem around tommy.com. In the future, fashion
shows will have immediate delivery on certain items, and seasonally, we find new ways to deliver the instant gratification and feeling of being a part of something that was previously only for an exclusive few,” Hilfiger said via email, adding that engaging with customers in ever-changing retail landscapes is still a priority.
“We are constantly exploring ways to help our consumers engage with our latest collections and shows. In the digital age, immediacy is crucial, and while seasons matter, traditional boundaries are evolving. Offering exclusive items immediately sparks excitement. Our strategy is to balance tradition and innovation, adapting to ever-changing consumer expectations. Moving forward, we’ll play and experiment to ensure each brand interaction is meaningful and offers value through opportunity or excitement,” he added.
Even with a show geared toward an audience accustomed to seeing clothes before arriving in stores, the brand isn’t forgetting its fans. There is at least one contest for Australians to win a trip for two to New York to attend the NYFW show on the 9th. Organized in conjunction with the Westfield mall group, the contest pre-empted the official news of the show.
The ode to the brand will feature an NYC-inspired signature Hilfiger brand red, white, and blue spirit scheme at the yet-disclosed venue. (If the promotional image accompanying the official release is any indication, Grand Central may be a contender as its famous clock is depicted in it.) The show will represent a modern-day interpretation of Hilfiger’s classic American cool, brought to life through ‘the eyes of the ultimate American dreamer.’
“New York City taught me to dream big,” said Tommy Hilfiger. “As a young designer, it was the birthplace of my vision. The pulse of the city, its culture of confidence and openness, has fueled the brand since the very beginning. I’m excited to translate this feeling onto the runway with a signature Tommy twist that’s become our calling card through the decades.”
According to the release, the collection “will re-explore the streamlined elegance of the brand’s original preppy roots, as well as redefining the fashion week experience.”
New York’s official fashion organization lauded the return. “Tommy Hilfiger is one of the great American dreamers,” said Steven Kolb, CEO of the CFDA. “His unique vision and enduring impact on the fashion industry have paved the way for many. It’s a fitting celebration of American design, and I’m honored to witness the continued contributions of such an influential figure in our industry.”
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