Tommy Hilfiger is headed back to London to stage his spring 2020 fashion show.
The company will show its fourth Tommy x Lewis collaboration with race car driver Lewis Hamilton, alongside the spring 2020 Hilfiger Collection for women and men, at the Tanks at Tate Modern on Feb. 16 at 8 p.m. GMT during London Fashion Week.
Hilfiger initially teamed with Hamilton, the six-time FIA Formula One World Drivers’ Champion, as global brand ambassador in March 2018, and showed the first Tommy x Lewis collaboration on the runway in Shanghai on Sept. 4, 2018. They also held a presentation with models in Milan last September. Both were dual gender.
For the past two seasons in the women’s category, Hilfiger has collaborated with Zendaya for the Tommy x Zendaya collection, which ended with the fall 2019 collection. Earlier, Hilfiger had a collaboration with Gigi Hadid, who partnered on four collections from September 2016 through February 2018. These collaborations generated huge spikes in traffic and billions of social media impressions.
For the upcoming London show, Hilfiger will acknowledge the sustainability advancements of the Tommy x Lewis line, with more than 75 percent of the styles in the spring 2020 Tommy x Lewis collection using more sustainable materials and being sourced through partnerships that reduce negative impact in the supply chain.
The latest Tommy x Lewis collaboration highlights cotton that has been 100 percent sourced more sustainably, including organic cotton and recycled materials, vegan leather alternatives, low-impact denim washes and miDori bioWick, a plant seed oil-based, low-carbon footprint, quick dry and wicking finishing agent.
“We are determined to be one of the leading sustainable designer lifestyle brands in the world, and this is a commitment we share with Lewis,” said Tommy Hilfiger. “Since Day One, Lewis and I have been on a journey to incorporate innovative production principles and sustainable materials into each of our collaborations. We are proud to accomplish new milestones every season, with spring 2020 being our most sustainable collaboration yet.”
Hamilton added, “Our fourth collaborative collection feels the most authentically ‘me’ — it not only captures my personal sense of street style, but is also loyal to the message of sustainability that I am so passionate about.
“Tommy and I continuously explore new ways to take our sustainability vision to greater heights, and spring 2020 is the latest milestone in these achievements. I’m so excited to debut the sustainable designs we created through the TommyNow platform and keep driving this message forward,” he added.
Since Hilfiger launched the brand’s experiential TommyNow “See Now, Buy Now” platform in September 2016 , it has toured the world, with high-profile stops in New York, Paris, Shanghai, Milan and Los Angeles. Last season’s show was held at the Apollo Theater in Harlem.
The theme of the spring 2020 Hilfiger Collection is country and rock ‘n’ roll meets East Coast prep, taking fans on a road trip across American landscapes.
All runway looks on display for spring 2020 will be available on immediately shoppable channels in more than 70 countries, including online at tommy.com, in Tommy Hilfiger stores, select wholesale partners and social media.
Hilfiger’s sustainability strategy ranges from integrating circularity into its designs and procuring 100 percent of cotton from more sustainable sources to manufacturing 50 percent of its denim products using low-impact finishing processes in 2020. The company is also taking a more active role in water stewardship. In 2018, key achievements included sourcing 70 percent of the business’ global cotton volume from more sustainable sources. Hilfiger also partnered with WWF to train workers at 17 industrial parks in China’s Taihu River Basin on water risks management.
When Hilfiger first partnered with Hamilton in 2018, the designer told WWD, “Lewis is a global superstar and he’s not only one of the top athletes in the world, he’s also, in my eyes, a fashion icon. He is a student of fashion, he has a sense of style, and he puts himself together in a very cool way that’s very real. His look is iconic. He has millions of fans all over the world, watching his every move. He has young fans, young men who want to look like him, who want to dress like him. They actually want to emulate him.”
Hamilton will also continue as global brand ambassador for the spring 2020 ad campaign.
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