Hilfiger’s TommyNow Show at the Apollo Theater Marks Return to New York

After traveling the world, Tommy Hilfiger is bringing its TommyNow fashion show back to New York.
On Sept. 8, the company will showcase the fall 2019 Tommy x Zendaya collaborative collection, codesigned by Tommy Hilfiger and global brand ambassador Zendaya, at the Apollo Theater in Harlem. The choice of the Apollo Theater confirms a WWD report on Jan. 8.
The show is expected to continue the themes of inclusion, diversity and empowerment that Hilfiger and Zendaya brought to the TommyNow runway show in Paris for spring 2019. That runway show, which paid homage to the 1973 French-U.S. “Battle of Versailles,” featured an all-black cross-generational cast including Grace Jones, Beverly Johnson, Pat Cleveland, Grace Jones, Veronica Webb, Halima Aden, Jourdan Dunn and Winnie Harlow. Roller disco dancers on an illuminated runway warmed up the crowd of more than 1,000 guests.
The Apollo show marks Hilfiger’s return to New York, having shown in the city for fall 2016. Since that initial presentation, the worldwide tour touched down in Los Angeles for spring 2017, London for fall 2017, Milan for spring 2018, Shanghai for fall 2018, and then Paris.
“After traveling the world with TommyNow and an unforgettable show in Paris with Zendaya, I’m excited to return

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Tommy Hilfiger Brings TommyNow Drive to Milan

MILAN — Tommy Hilfiger is bringing his TommyNow show to Milan on Sunday, which will be centered on the Formula One racing world and close Milan Fashion Week.
TommyNow Drive comes on the heels of the brand’s multiyear partnership with Formula One World Champion Mercedes-AMG Petronas Motorsport. The event promises to engage more than 2,000 guests in an experience enhanced by immersive activations including the Bose Virtual Race Garage featuring QuietComfort 35 II Noise-Canceling Wireless Headphones, and the F1 Race Simulator and F1 Pitstop Challenge, both courtesy of Mercedes-AMG Petronas Motorsport.
Building on the see-now-buy-now format, the event will show the men’s and women’s Hilfiger collection as well as the fourth TommyxGigi capsule with Gigi Hadid, and 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.
Here, Hilfiger and Hadid discuss the collaboration and the show.
WWD: Italians have historically been passionate about racing. Is this the reason why you chose to show in Milan?
Tommy Hilfiger: My vision has been to take TommyNow on tour to new audiences around the world. This season we are bringing the show to Milan, one of the fashion capitals of the world. We wanted to show the new collection

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Tommy Hilfiger Takes TommyNow to Milan for Spring 2018

NEXT STOP, MILAN: After staging TommyNow fashion shows in New York, Los Angeles and London, Tommy Hilfiger will take his next show to Milan. The company, a division of PVH Corp., will close Milan Fashion Week with the spring 2018 TommyNow experiential runway event. The show will take place on Feb. 25 at 8 p.m. CET.
The show reflects Hilfiger’s ongoing commitment to bring TommyNow to new cities and audiences globally, following productions with “Tommy Pier” in New York for fall 2016, “Tommyland” in Los Angeles for spring 2017 and “RockCircus” for fall 2017 at London’s Roundhouse concert venue. The Milan venue hasn’t been selected yet.
Hilfiger continues to show in the see-now-buy-now format, which has been successful for the firm, generating huge spikes in traffic and billions of social media impressions.
“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,” Hilfiger said. “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.”
The spring

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