Over 2,000 guests, including consumers, press, buyers, VIPs and industry influencers turned out to see Tommy Hilfiger’s signature “See Now, Buy Now” show in London on Tuesday, September 19. Dubbed TommyNow “RockCircus”, the event was a high-energy experiential runway show built around fashion, music and entertainment. The show included a modern circus act with athletic aerial performances by NoFit State, the U.K.’s leading contemporary circus company, and a special performance by Tommy Hilfiger men’s brand ambassador’s The Chainsmokers.
For the first time, TommyNow included both men’s and women’s collections, in addition to the third TommyXGigi collaborative capsule, and all runway looks were available across an ecosystem of immediately shoppable channels in more than 70 countries.
Hilfiger’s fall 2017 is a rebellious take on ‘90s heritage. It’s his vision of modern Americana where youth culture and grunge meet prep. Think tradition with a street style twist, statement-making tartans, unexpected proportions and salutes to athletic and skate.
After the show, guests shopped the runway at the RockCircus pop-up, browsed exclusive one night only TommyNow concert merchandise, and discovered Tommy Hilfiger classics at True Vintage. They also had the opportunity to customize their favorite items at the TommyXYou Lab and purchase Hilfiger’s favorite music at RockCircus Records.