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 in a city known for its impeccable style.
WWD: How are you evolving the TommyNow concept?
T.H.: We continue to listen to our consumer. Season after season, we analyze the results and build on the learnings to put our audience even more at the center of TommyNow. At the show in Milan, we’re continuing our innovative approach to the runway with new interactive elements that engage fans and immerse them in the world of Formula One.
WWD: Could you please provide a peek into the set?
T.H.: This season’s set brings the runway and racetrack together. We’re fusing fashion and motor racing with exciting, innovative activations for an experiential event that will bring our consumer closer to the show.
WWD: Why did you choose the former fairgrounds as your location? How many people do you plan to accommodate?
T.H.: Milano Congressi is the ideal location for our show. It provided the blank canvas needed to host a fashion show spectacle for 2,000 guests.
WWD: I see technology will be even more strategic and relevant for the event. Could you please elaborate on this?
T.H.: Technology brings new energy, speed and creativity to the world of fashion. It creates immediate access to information for our global audiences, and we engage with millions of fans around the world through these platforms. Over the past two years of TommyNow, we’ve integrated technology into every part of our show elevating the way our consumers view and shop the show.
WWD: How do you think Italians perceive your brand and what is the perception you have of Italian customers?
T.H.: Italians are known for their great fashion sense and style. They demand the absolute best when it comes to the clothes they wear. The brand has been embraced because of its quality, fit and global design aesthetic. While each collection is inspired by American classics with a twist, it translates worldwide as sophisticated yet comfortable.
WWD: What are your expectations with the show in Milan?
T.H.: TommyNow has been incredibly successful over the past four seasons. Each show has been bigger than the last, reaching more of our fans around the world. With this show, we’re looking to continue to expand our reach, delivering another surprising and inspiring runway experience to a global audience.
WWD: How has the collaboration with Gigi Hadid evolved?
T.H.: Working with Gigi over the past two years has been an incredible journey. She has brought so much passion and positive energy to this collaboration, spending countless hours in the studio with the team studying every aspect of design. Her fresh twist on the collection has allowed us to connect with the next generation of women’s wear consumers.
In turn, Gigi Hadid also responded to WWD’s questions.
WWD: How has the collaboration with Tommy Hilfiger evolved and how has your own style developed thanks to the partnership?
Gigi Hadid: Collaborating on TommyxGigi has been an incredible experience. Tommy has been an amazing design mentor and we’ve had a lot of fun creating all our capsules. I’ve learned so much about the importance of executing a design correctly for what I want from each look, and finding inspiration in everything around me.
WWD: How do you think this experience could shape your career?
G.H.: Through this collaboration, I had the chance to work on both sides of the runway. It was a unique opportunity to walk in the show and express myself through design and styling.
WWD: How has the world of racing shaped your style?
G.H.: Formula One is such an exciting sport, the atmosphere is electric at each race. There is so much to be inspired by. I love the bold logos, racing stripes and athletic colorblocking on the track and uniforms. It’s a look I’ve incorporated into this collection and into my own style.
WWD: How does the racing world fit with Tommy Hilfiger?
G.H.: Tommy has always had a love for motor sports and the collection reflects that. We’ve combined Tommy’s passion for the sport with my personal twist on ath-leisure style. We were inspired by the strong, confident and modern “Tommy Girl.”
WWD: Could you please point to one or two of your favorite looks of the collection?
G.H.: I personally love the way the Windbreaker jackets turned out. I’m happy with the shapes and their ability to be worn as a fashion statement that is functional.
WWD: What do you enjoy about the racing world? You were photographed at the Monaco Grand Prix, could you please share a memory of the experience? Do you like to drive fast cars?
G.H.: The technical aspect, the different ways they modify the cars to race differently, what the driver speaks to his team about while driving 200 mph. Everything is intriguing.