Tommy Hilfiger’s Return to NYFW Will Incorporate a Cross-Generational Playground Titled ‘Tommy Factory’ Along With a Star-Studded Campaign
Inspired by Andy Warhol’s Factory from the ‘60s through the ‘80s.
As the close of Summer 2022 draws near, the fashion industry is beginning preparation for its annual Fashion Week showcases taking place between New York, London, Milan and Paris. For this season’s New York Fashion Week – held in September – industry heavyweight Tommy Hilfiger is set to return to the runway and will incorporate a cross-generational playground titled ‘Tommy Factory.’
Inspired by Andy Warhol’s Factory from the ‘60s through the ‘80s, Hilfiger’s runway homage intends to amplify the creative energy of New York while also profiling what the brand calls “Futuremakers” in its upcoming Fall 2022 campaign. The NYFW show will include a constructed experiential playground that ties together the physical and digital landscape of NYC, while the supporting campaign – photographed by Craig McDean and styled by Katie Grand – will highlight Warhol’s “collision of people and subcultures.”
The campaign will feature a first-time appearance by supermodel Kate Moss alongside her daughter Lila Moss, and will also include Jon Batiste, Anthony Ramos, Travis Barker, tattoo artist Steve Wiebe, Mr Brainwash and Lady Bunny.
Discussing the inspiration and undertaking of the upcoming event, Mr. Hilfiger exclusively tells Hypebeast:
“With our return to the runway, we wanted to create a new type of experience while continuing to immerse our consumers in our diverse, inclusive, democratic and positive platform. We took inspiration from NYC – the birthplace of the brand – then combined it with innovative metaverse activations to evolve into a phygital event. The show is about stepping out of our comfort zone and creating an experimental playground where we can blend inclusivity and connection with real style and creative self-expression. Music and art have been intertwined into the brand since the beginning. Bringing together the creativity and stylistic impact of these subcultures is an integral part of our heritage.”
“Andy brought together fashion, art, music and entertainment in a way that has always inspired and fascinated me. In its heyday, the Factory became the epicenter of New York’s creative scene, where Andy collided people and subcultures, lo-fi and hi-tech, style and creativity. This is where I met Andy – where I witnessed his rise and impact on the world. With the Factory concept as inspiration, I set out to build a new creative experience where cross-generational communities can come together and connect in fresh ways. It’s experiential. It’s real. It’s a tribute to one of the most influential artists of my lifetime,” adds Mr. Hilfiger.
The ‘Tommy Factory’ NYFW showcase will take place on September 11 at the Skyline Drive-In in Brooklyn, and will incorporate a “See Now, Buy Now” consumer activation along with being live-streamed via the Tommy Play experience on Roblox and the brand’s website.
In other fashion news, Burberry enlisted Thai actor Bright Vachirawit as its new brand ambassador.