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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