Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces the debut of its Fall 2022 runway show, Tommy Factory — a creative playground and phygital experience including a first-of-its-kind partnership with Roblox and Superplastic. Inspired by Andy Warhol’s iconic Factory and using NYC’s skyline as its backdrop, the event will take place in Brooklyn on September 11th at 7 p.m. EST.
Tommy Factory builds on Warhol’s legacy of celebrating pop culture and creative expression. Just as Andy fused fashion, art, music and entertainment live in his studio, the event will reveal the making of a fashion show — featuring the people, fashion and art that make it all happen.
“I’m thrilled to be returning home to New York Fashion Week,” says Tommy Hilfiger. “Inspired by Andy Warhol and the buzz of NYC, we’re connecting with audiences and new communities around the world — through Roblox, our ‘See Now, Buy Now’ runway shows and Tommy Factory-themed in-store activations. It’s a celebration of creativity as we bridge IRL and URL in unexpected ways.”
COLLECTIONS ON THE RUNWAY
The show will unveil the new TH Monogram, created in partnership with British illustrator and graphic designer Fergus Purcell. With an interlocking T and H of different sizes, the monogram brings a fresh take to the brand’s prep sensibility. Also premiering will be the Fall 2022 Tommy Hilfiger X Richard Quinn gender-inclusive, limited-edition capsule. Co-designed with celebrated designer Richard Quinn, the capsule intermixes Quinn’s signature use of bold patterns and exaggerated silhouettes with Hilfiger’s iconic take on American classics.
A PHYGITAL EVENT
In an industry first, the IRL catwalk will livestream to Roblox’s 52.2 million+ daily active users, while avatar stars from Superplastic — the world’s top creator of animated celebrities and digital collectibles — will walk the digital runway wearing Tommy Hilfiger X Richard Quinn. Additional highlights include:
· ‘See Now, Buy Now’: Collections will be shoppable the moment the styles hit the runway with the brand's signature 'See Now, Buy Now' experience on tommy.com as well as in stores.
· Roblox Integration:
o Features from the Roblox metaverse runway will be broadcast at the IRL show, including a special appearance from Chinese metahuman NOAH, while avatar stars from Superplastic walk the digital runway.
o TOMMY PLAY: The online Roblox community can explore an expanded NYC map, with exclusive digital items that are either winnable or available to purchase.
· Mylar balloons: Inspired by Warhol’s famous art piece, guests at the IRL show can customize a digital balloon, where they will contribute to the onsite art installation and claim their proof of attendance protocol NFT.
· Tommy Factory NFT: Courtesy of Rove, guests will be able to create a digital wallet through their mobile devices and receive a Tommy Factory NFT on-site in under a minute. This will be the first time this technology is utilized to gift an NFT to guests at a fashion show event.
TOMMY FACTORY AROUND THE WORLD
Tommy Factory broadcasts the brand’s determined optimism and inclusive spirit globally with holistic marketing activations, starting with the show and continuing through Fall 2022. Worldwide activations continue, including the TH Monogram takeover on Dubai’s iconic Burj Khalifa in October, consumer-generated Pop Art installations in London, Paris and Berlin, and Tommy Factory-themed multimedia events across global stores, amplified through the brand’s social channels.
Tommy Factory and the Fall 2022 campaign are inspired by Warhol’s fascination with celebrity and culture, with a melting pot cast of creative minds who are shaping the next generation. The campaign includes supermodel Kate and model daughter Lila Moss; legendary drummer and producer Travis Barker; Grammy®-winning artist, Golden Globe® and Emmy® nominated actor Anthony Ramos; multi-Grammy® Award-winning recording artist, songwriter and composer Jon Batiste; pop artist Mr. Brainwash; Wigstock drag legend Lady Bunny; and tattoo artist Steve Wiebe.
Source: The Qode