As part of his 30th-anniversary tour, Tommy Hilfiger will visit Beijing next month to open his largest store in China and re-create his fall Hilfiger Collection runway show.
The show, first seen during New York Fashion Week in February, was inspired by American football, mixing stadium spirit and varsity motifs with Hilfiger’s classic American sportswear designs. The complete show will be transported to Beijing and both local and international models will participate. It will take place against the backdrop of Hilfiger’s football stadium set.
The designer’s May 24 to 26 visit is timed to coincide with the opening of the Hilfiger store in Beijing’s In88 shopping center. The two-story location will showcase Hilfiger Collection, which is the highest price point offered by the designer, and is the first time a Hilfiger store in China has featured this line.
“For the first time, we’ll transport our entire New York runway show to a new setting abroad,” said Hilfiger, adding that his goal is “to bring the spirit of an authentic American football game to China and share the unique experience as part of our 30th-anniversary celebrations.”
Daniel Grieder, chief executive officer of Tommy Hilfiger, added, “Since we entered the Chinese market, it has been an important region for the expansion of our global business.” The company has more than 100 stores across the country.
The store spans more than 5,400 square feet. The first floor highlights women’s sportswear, Hilfiger Collection and accessories, including Italian-made footwear and bags, while the second floor showcases Tommy Hilfiger Tailored and men’s sportswear collections.
The decor includes overdyed patchwork rugs, vintage furniture and antiques, digital screens and custom-designed lighting fixtures. The facade stretches over 98 feet along two sides of the mall, while large windows host high-resolution digital screens that display the latest Hilfiger ad campaign videos and imagery.
Hilfiger’s trip to China, which includes numerous events throughout Beijing, will be augmented by an extensive digital program designed to engage the Chinese consumer and to be shared globally by Hilfiger’s social media channels, including Weibo and WeChat. The hashtag for the festivities is #TommyChina.
Hilfiger, owned by PVH Corp., has more than 1,400 Tommy Hilfiger stores in more than 90 countries, including global flagships in seven locations. In February, Hilfiger opened his second flagship in Paris, a 7,800-square-foot store at 43 Boulevard des Capucines.