For the first time since the experiential ‘See Now, Buy Now’ runway event was launched by Tommy Hilfiger in 2016, TOMMYNOW will return to New York City on Sunday 8th September as part of New York Fashion Week.
When the brand first made the bold and somewhat controversial decision to dive into a ‘See Now, Buy Now’ model, they did so with complete drive and determination to serve their customer through various collaborations. Most notable is that of Gigi Hadid’s collaborative designs, launched with an impressive blowout party on New York’s Pier 16. Closely followed was the initial collaborative collection with actress, Zendaya, after which the brand took both Tommy x Gigi and TommyXZendaya on the road through each of the fashion capitals of the traditional Fashion Week calendar.
The New York City return marks the latest stop of the TommyXZendaya world tour as part of their mission to bring TOMMYNOW to audiences around the world. Previous tour stops include high-powered productions in Paris (Spring 2019), Shanghai (Fall 2018), Milan (Spring 2018), London (Fall 2017), Los Angeles (Spring 2017) as well as their debut in New York in Fall 2016.
This time around, at the iconic Apollo Theatre in Harlem, Tommy Hilfiger’s now-signature ‘See Now, Buy Now’ concept will showcase the second TommyXZendaya collections, co-designed with Zendaya who is the global brand ambassador for TOMMY HILFIGER womenswear collections. As was apparent throughout the first collection, themes of inclusivity, diversity and empowerment remain prominent throughout. Fans of the collaborating duo can expect the collection to reflect Zendaya’s confident sense of style and optimistic spirit to audiences onsite and virtually around the world.
Not to be overlooked is the collection’s connection to performers who previously graced the stage of the Apollo, including Aretha Franklin, Ella Fitzgerald, Pattie LaBelle and The Supremes. The Fall 2019 TommyxZendaya collection takes cues from these strong and confident women, re-imagining era-defining power dressing with a bold, modern edge.
In line with the ‘See Now, Buy Now’ concept, all runway looks will be available across an ecosystem of immediately shoppable channels in more than 70 countries, including online at tommy.com, in TOMMY HILFIGER stores and select wholesale partners and social media.