Tommy Hilfiger brings its Fall 2017 TommyNow “Rockcircus” experiential runway event to London. Brand ambassadors Gigi Hadid and The Chainsmokers were in London for the “See now, buy now” show. Combining looks from the brand’s men’s and women’s collections, the entire runway was immediately shoppable through retail, wholesale, e-commerce and innovative commercial channels such as augmented reality, chatbots, and image recognition.
Inspired by Tommy Hilfiger’s longtime love of rock-and-roll, the show combined a touch of glamour and nostalgia with a fresh, edgy new attitude. Fall 2017 TOMMYNOW, the brand’s third in-season runway show, closed London Fashion.
Following the success of the first two TOMMYNOW shows, the Fall 2017 event built on Tommy Hilfiger’s signature “See Now, Buy Now” format. For the first time, TOMMYNOW included both men’s and women’s collections, in addition to the third TommyXGigi collaborative capsule, and all runway looks were available across an ecosystem of immediately shoppable channels in more than 70 countries.
Fall 2017 is a rebellious take on ‘90s heritage. It’s Tommy Hilfiger’s vision of modern Americana where youth culture and grunge meet prep. Think tradition with a street style twist, statement-making tartans, unexpected proportions and salutes to athletic and skate. The brand continues to break old-school rules of the runway, giving instant access to their new collections with cutting-edge digital technology, including the new TOMMYNOW SNAP app powered with augmented reality.
Front Row Faces
Front row guests included Tommy’s wife, Dee Hilfiger, Lewis Hamilton, Neymar, Cameron Dallas, Jasmine Sanders, Lara Stone, Poppy Delevingne, Lottie Moss, Brandon Thomas Lee, Pyper America, Gabriel-Kane Day-Lewis, Thylane Blondeau, Rafferty Law, Tina Kunakey, Daisy Lowe, Arizona Muse, Tigerlily Taylor, Amber Le Bon, Yasmin Le Bon, Coco König, Lulu Gainsbourg, Sam Rollinson, Claude Simonon, Paul Simonon, Justine Skye, Lady Amelia Windsor, Pixie Geldof, Hermione Corfield, Selah Marley, Sody, and Luke Treadaway.
Over 2,000 guests, including consumers, press, buyers, VIPs and industry influencers, were invited to enjoy inspiring, unexpected fashion experiences. Guests shopped the runway at the ROCKCIRCUS Popup, browsed exclusive one night only TOMMYNOW concert merchandise, and discovered Tommy Hilfiger classics at True Vintage.
The runway finale morphed into a modern circus act with athletic aerial performances by NoFit State, the U.K.’s leading contemporary circus company. The eclectic troop gave a new definition to “ROCKCIRCUS” before The Chainsmokers took the stage for an exclusive performance to celebrate the launch of their global ambassadorship for Tommy Hilfigermen’s.