Tommy Hilfiger made a grand return to New York Fashion Week

Photo credit: Dan Leka

Back to the New York groove: Tommy Hilfiger makes its triumphant return to New York Fashion Week for Fall 2022, full of New York pride.

By Adrien Farote

Photo credit: Dan Leka

The September 11th runway show was a real homecoming for Hilfiger — and it was a casual one, too. Against the Manhattan skyline at the Skyline Drive-In movie theater in Brooklyn, Hilfiger staged a spectacular comeback despite the rain. Honestly, we couldn’t imagine a more New York night to see.

Spanning the physical and digital worlds, the Tommy Factory The multi-runway experience was an homage to Andy Warhol’s famous NYC factory, where fashion, art, music and entertainment coexisted in harmony. So, the show, on and off the runway, was helped by the next generation of photographers, videographers and artists working together. Tommy Factory Magic. It was an unforgettable New York night with the likes of Bob Colacello (Warhol’s right-hand man), Lila Moss and avatar stars from Superplastic Janky, Guggimon and Dayzee walking the runway and Travis Barker closing the show.

Our special edition for New York Fashion Week, Haute living He sat down with Hilfiger for an exclusive look at his return to New York Fashion Week, as well as looking back at some of his favorite New York Fashion Week moments and looking ahead to the brand’s future.

Existence of hatred: Congratulations on your return to New York Fashion Week this season. Can you walk us through the decision-making process behind returning to this show schedule?
Tommy Hilfiger: NYC is where it all started for me. Fall 2022 campaign and Tommy Factory It was inspired by Andy Warhol’s New York studio, which I visited in the early days of the brand. Andy was instrumental in bringing together fashion, art, music and entertainment in one place, creating a hub of creative minds that helped shape American pop culture in the 60s, 70s and 80s. And like Andy, we’re all about bringing people together, so returning to NYFW is a true statement of what we stand for as we pay homage to our roots.

When I think of our return to Fashion Week, my mind immediately goes to New York and its famous creative scene and creative community. Tommy Factory It is an unconstructed studio space where live art is created – the new and the past collide with the present to connect with audiences in original and unexpected ways.

Photo credit: Jason Lloyd-Evans

HL: How intense was it leading up to the runway show?
TH: After a three-year hiatus, the energy is humming, and we’re excited to be back. We can’t wait to return to the runway with so many new and exciting elements—especially the digital space and our partnership with Roblox. It was hard work, but there’s nothing as exciting as putting on a show and delivering unexpected experiences to audiences around the world.

Photo credit: Jason Lloyd-Evans

HL: What are some of the highlights of the set?
TH: This season is a collision of ancient inspirations with modern twists to create a new setting. We’re premiering a gender-inclusive capsule collection designed in collaboration with British designer Richard Quinn. The capsule combines Queen’s signature bold patterns and exaggerated silhouettes with American classics.. We are starting a new one. TH monogram collection, inspired by the brand’s archives and given a streetwear twist by renowned designer Fergus Purcell. Both collections celebrate individual style and self-expression, adding a forward-thinking spirit to our East Coast heritage style.

Photo credit: Jason Lloyd-Evans

HL: What are you most looking forward to about returning to the NYFW runways?
TH: When we started creating this show, we knew we wanted to create a completely physical experience—with digital at the forefront, helping us further immerse the audience into the world of the brand. We are the first brand to broadcast our IRL show live to Roblox’s 55 million daily active users, featuring real-life models and digital avatars. Audiences at home can buy every view instantly with our ‘Watch Now, Buy Now’ experience. We’re blurring the lines between what’s real in the physical world and what’s completely digitally generated.

HL: You’re also incorporating Metavas into the industry – the first ‘see now, buy now’ catwalk. Why was it important to include this element? Do you see this as the future of fashion?
TH: While the metaverse does not replace the physical world, it does offer many possibilities. We are still learning to understand the relationship between the physical world of fashion and what the metaverse has to offer. However, we know our consumers are. Expect us to track how, where and what you buy. It also gives us the opportunity to connect with new communities, deliver unexpected product experiences and drive our inclusive spirit across the physical and digital worlds.

Photo credit: Dan Leka

HL: If there’s one thing you want viewers to take away from your show, what is it?
TH: The show is the ultimate experience of creative self-expression. This physical experience brings together guests, talent and models without the limitations of space. Inspired by Andy Warhol, we envision the ability to bring together many different walks of life under one roof, creating an accessible experience for all.

HL: You were introduced recently Tommy Factory. Can you walk us through the creative process for his concept?
TH: Tommy Factory We went outside the box unlike anything we’ve ever done. [Being inspired by Andy Warhol] Since he’s fascinated by pop culture, we want to reimagine this for today. It’s a live playground for the next generation of photographers, videographers, and artists to create content—and then distribute it. An unexpected way is to bring people and ideas together.

Photo credit: Jason Lloyd-Evans

HL: Tommy Hilfiger is such an iconic New York brand. What does New York mean to you?
TH: When I’m in New York, I feel the pulse of the city. Every street is full of inspiration – creativity and individuality. i like this. It is where the brand began today and continues to be a source of inspiration for the brand.

Photo credit: Jason Lloyd-Evans

HL: What are your go-to restaurants for Fashion Week?
TH: Every time I come to New York, I always try to visit Carbone in Greenwich Village or the Grill in Midtown East—both combine classic dishes with great flair and an elevated dining experience.

HL: What is your favorite New York Fashion Week memory?
TH: In the year It’s my first ‘See Now, Buy Now’ show of 2016. It has revolutionized the way we deliver new collections and interact directly with the consumer.

Photo credit: Jason Lloyd-Evans

Photo credit: Jason Lloyd-Evans

HL: What’s next for the brand?
TH: We’re going where our customers are, and right now, that means digital, self-expression, play, values, experimentation and fun. It is always a pleasure to connect with our audience and consumers; We stay on top of innovation and continue to push boundaries by experimenting with technology and bridging the gap between IRL and URL.

We are always guided by our 2030 goal of being a fully circular brand that wastes nothing and embraces all – and I believe we have a responsibility to do everything we can to ensure a more inclusive and sustainable fashion future.