GAME DAY: Tommy Hilfiger, a big fan of designing over-the-top sets for his fashion shows, went in a sporty direction for fall. Hilfiger created a real football stadium, complete with AstroTurf, a Jumbotron video screen, scoreboard and bleachers. As guests entered the Park Avenue Armory, it was as if they were about to view a Monday morning football game, not a fashion show. The scoreboard flashed the score: Home 20, Away 15, and it was third quarter, first down.
“It’s hard to believe you’re in the Armory, it feels like the [Madison Square] Garden,” said Fred Gehring executive chairman of Tommy Hilfiger.
Avery Baker, chief marketing officer of Hilfiger, said the football decor was created by set designer Randall Peacock. They brought in a real Jumbotron, and added customized graphics, as well as football performance AstroTurf, on which they handpainted the end zones and the lines. Hilfiger’s name was boldly painted along the sidelines. Each of the helmets on display had the name of a model. There were even football cards, with nicknames for the models, such as Julia Hafstrom (Stormin’ J) , Jourdan Dunn (“Gettin’ it Done,”) and Malaika Firth (“Fever Pitch.”) Tommy Hilfiger’s card naturally showed him as the quarterback.
Baker, who declined to reveal the cost of the set, said it took about four to five days to set it up in the Armory. “It’s an anniversary moment, and Tommy wanted to celebrate American sportswear. The athletic inspiration is so prominent right now. Sportiness has always been part of our language,” said Baker.
The varsity-inspired faux fur V-neck sweater in burgundy or oyster gray, and a zip-top oversized leather clutch in five colors — both styles emblazoned with the brand’s 30th milestone birthday — were immediately available for sale after the show at tommy.com, said Baker.
Among the fans in the bleachers were genuine footballer Victor Cruz, Robert Kraft (owner of the Patriots — which is why Hilfiger held a Patriots helmut when he took his bow), Olivia Palermo, Johannes Huebl, Marigay McKee, Louise Camuto, Rita Ora, Rich Hilfiger, Terry Lundgren, Joel Horowitz, Silas Chou, Estelle, and Julia Restoin Roitfeld.