One of New York's most influential brands plans to have a moment for NYFW. Precisely, Tommy Hilfiger will present its Fall Winter 2024 collection inspired by and titled 'A New York Moment', where the designer said it all began for the internationally recognized brand. The fair, which will take place on February 9 at 8 p.m. at a location described in a company statement as “one of the city's oldest institutions,” will feature collections for both women and men and will focus primarily on the wholesale market.
The move marks a change in direction for the various global “see now, buy now” mega shows the brand has been hosting in recent years, which welcomed a diverse audience. (The brand did not confirm whether customers are part of the mix, but traditionally, VIP customers attend the brand's fashion shows.) The Tommy Hilfiger brand can boast a 70s-inspired collaboration show with Zendaya that featured Grace Jones on the runway and another show in Harlem with the Euphoria actress, which featured live musicians and old-school cars cruising down the runway; in Milan, the brand concluded its successful collaboration with Gigi Hadid and presented its partnership with Formula 1 in a show dominated by car racing tropes; And closer to home, the brand aligned its preppy roots with hipster cool at an outdoor show on the Greenpoint waterfront, complete with a deluge of unexpected rain.
While a more specific audience will attend, similar to seeing another season's collections on the runways, the designer says his shows will not completely abandon this approach. FashionNetwork.com spoke exclusively with Hilfiger, who explained that the show is simply shifting gears.
“See Now, Buy Now stepped off the fashion week runway and into the cultural conversation. Everything we do today, from F1 campaigns to talent partnerships to fashion week parties, is about a 24/7, See Now, Buy Now ecosystem. tommy.com. In the future, fashion.
Shows will have immediate delivery on certain items, and seasonally we find new ways to provide instant gratification and the feeling of being a part of something that was once only for an exclusive few,” Hilfiger said via email, adding that interacting with the customers in The ever-changing retail landscapes remain a priority.
“We are constantly exploring ways to help our consumers interact with our latest collections and programs. In the digital age, immediacy is crucial, and while seasons matter, traditional boundaries are evolving. Offering exclusive items generates immediate excitement. Our strategy is to balance tradition and innovation, adapting to the ever-changing expectations of consumers. Going forward, we will play and experiment to ensure that every interaction with the brand is meaningful and offers value through opportunity or excitement,” he added.
Even with a show aimed at an audience accustomed to seeing clothes before they reach the stores, the brand does not forget its fans. There is at least one competition for Australians to win a trip for two to New York to attend the NYFW show on the 9th.th. Organized in conjunction with the Westfield shopping center group, the contest came ahead of official news of the show.
The ode to the brand will feature a red, white and blue spirit scheme from the Hilfiger brand inspired by New York City at the yet-revealed location. (If the promotional image accompanying the official launch is any indication, Grand Central may be a contender, as its famous clock is depicted on it.) The show will represent a modern interpretation of Hilfiger's classic American style, brought to life through 'the eyes of the ultimate American dreamer.'
“New York City taught me to dream big,” said Tommy Hilfiger. “As a young designer, it was the birthplace of my vision. The pulse of the city, its culture of trust and openness, has driven the brand from the beginning. I'm excited to bring this feeling to the runway with a brand. tommy twist that has become our calling card over the decades.”
According to the release, the collection will “reexplore the streamlined elegance of the brand's original preppy roots, as well as redefine the fashion week experience.”
New York's official fashion organization praised the comeback. “Tommy Hilfiger is one of the great American dreamers,” said Steven Kolb, executive director of the CFDA. “Her unique vision of him and his lasting impact on the fashion industry have paved the way for many. “It is a fitting celebration of American design and I am honored to witness the continued contributions of such an influential figure in our industry.”
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