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Consumers can now enjoy Tommy Hilfiger collaborations without the commitment to purchase.
PVH Corp. The proprietary company has teamed up with UK fashion rental platform Rotaro to offer three product collections aimed at millennial and Gen Z consumers. With rental prices starting at £15 ($18.15), Rotaro allows consumers to choose the dates and duration of their stay from 4 to 12 days.
The assortment includes sold-out pieces from Tommy Hilfiger’s Fall 2021 collection from Brooklyn-based designer Romeo Hante, as well as Tommy Jeans. The gender-inclusive range includes overalls, skirts and jackets. Shoppers can grab unique items like colorful one-shoulder tops, bike shorts and bowling shirts that are perfect for summer vacations and holidays.
Tommy Hilfiger’s entry into rent supports the brand’s circular goals and initiatives. Along with introducing jeans that follow Ellen MacArthur’s Jean Redesign guidelines for circular design, the brand Tommy for Life launched a zero-waste circular business model based on buyback, repair and resale.
In the year By 2025, the brand aims to make its three most purchased items fully circular, including full traceability of key raw materials. It aims to be fully circular by 2030.
The key driver behind Tommy Hilfiger’s rental program is more practical. In conversations with millennial and Gen Z consumers, Esther Verberg, Tommy Hilfiger Global and PVH Europe EVP, Sustainable Business and Innovation learned that the company “struggles to find enough space for their ever-growing wardrobes” and is opening up ownership options.
“But that doesn’t mean you don’t want to dress well or dress to make a statement,” she said. “Especially in post-pandemic times, even small occasions are reasons to dress up. So renting provides value to our customers in two unique ways—the opportunity to wear for specific seasons and the opportunity to experiment with style—both without the commitment to purchase new.
Tommy Factory
Tommy Hilfiger has revealed more details about its return to New York Fashion Week.
Inspired by Andy Warhol’s Factory and his ability to promote 60’s subcultures, style and creativity, the brand launches Tommy Factory.
Described as an “experiential creative playground,” the brand’s runway event “amplifies the power of the individual through installations inspired by Warhol’s 15 Minutes of Fame, reimagined for today, uniting guests and models in a physical setting.”
The “See Now, Buy Now” catwalk will stream directly into the Tommy Play experience on Roblox.
Tommy Factory will also be the theme of the brand’s Fall 2022 campaign featuring supermodel Kate Moss and daughter and model Lila Moss, drummer Travis Barker, actor Anthony Ramos, Grammy Award-winning musician John Battiston. Street pop artist Mr Brainwash, Wigstock drag queen Lady Bunny and tattoo artist Steve Wiebe. The campaign will begin in September.
Tommy Hilfiger says, “The Tommy Factory is not a physical place, but a state of mind.”
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