Earlier this week, Tommy Hilfiger announced that his eponymous brand will be making its highly-anticipated New York Fashion Week comeback in September, following a brief three-year hiatus.
Slated to be taking place in Brooklyn’s Skyline Drive-In, Hilfiger will present the label’s latest “See Now, Buy Now” Fall 2022 collection with a “phygital” runway event that will connect the audience through “moments of spontaneous creativity,” and offer us an insight into a refreshed and revitalized Hilfiger lens.
A far cry from what was expected from a brand renowned for wholeheartedly sticking to tradition and heritage, the immersive presentation and metaverse activation will be live-streamed into the global Roblox community – an avenue both Gucci and Burberry have taken too – with mini avatars set to be clad in Hilfiger’s Fall 2022 looks.
“My heart immediately went to New York’s iconic creative culture when I thought about where to launch our return to fashion week,” explained Hilfiger in a statement.
“This season is all about the collision of my favorite archival inspirations with new live event concepts and virtual worlds. It’s the perfect expression of what we stand for as we pay homage to our roots with a return to NYFW.”
In terms of what to expect from the collection itself, your guess is as good as ours, with Hilfiger keeping his cards close to his chest offering “a shake-up of preppy classics” as a sole insight – something that’s almost a given with any Hilfiger collection.
That being said, the brand is unlikely to experiment too wildly when it comes to designs, although expect a focus on New York culture to mark the brand’s return home: think nineties hip-hop styles and oversized outerwear, alongside preppy cable knits and varsity influence.
Whatever the contents of the collection or how the “phygital” event goes down, there’s one thing we can be certain of this season: Tommy Hilfiger is back, and we’re here for the ride.
