Tommy Hilfiger has fast-tracked his collections to the consumer for a few seasons now— which makes the Milan set for his TommyNow Spring 2018 collection all the more fitting. The designer chose one of Italy’s favorite sports, car racing, and transformed the city’s well-known Milano Congressi convention center into his own race track, as in the Tommy Speedway for the #tommynow Drive show.
Prior to the show— the last of Milan Fashion Week – guests mingled in the pit, capturing plenty of Insta-worthy shots of racing “crews” changing tires. A bevy of notables such as Lewis Hamilton, Ruby Rose, Eva Herzigova and Olivia Palermo and Johannes Huebl huddled with Gen Z stars Cameron Dallas, Pyper America Smith, Valentina Ferragni and Tina Kunakey. The guests also snapped up merch in the special pop-up shops on the inner track.
The 2000 or so guests hydrated with special Tommy water bottles in the form of an oil can. Hilfiger collaborator Gigi Hadid opened the show, followed closely by sister Bella. Indeed, it was a family affair: brother Anwar Hadid also came down the runway, and so did Hilfiger’s daughter Audrey and stepson Julian. They were joined by other celebrity offspring, including Hailey Baldwin and Christian ‘King’ Combs, and models Winnie Harlow and Lucky Blue Smith.
The race-theme clothes, predominantly red, white and black – the latter in classic checkboard patterns found on racetracks – riffed on popular racing style and sportswear clothing. A giant screen displayed the runway-meets-racetrack, so guest has a 360-degree view at all times.
Hilfiger partnered with Formula One World Champion Mercedes-AMG Petronas Motosport for a Tommy-branded race car, which was on this occasion. “From the first time I attended a Formula One race, I was completely fascinated by the world of motorsports,” said Hilfiger. “To be re-entering this arena with World Champions Mercedes-AMG Petronas Motorsport and their number one team is an incredible way to fuse fashion and Formula One.”
For the finale, Hilfiger, with Gigi by his side, stepped out in a three-piece suit that exuded fine Italian tailoring. As guests departed the convention center, they were greeted by throngs of Italian fans who couldn’t get “basta” of this runway spectacle.
To celebrate his Milan show, we caught up with Hilfiger on his love for Milan, race cars, and more.
Tommy, what is it like to be the American in Milan?
Milan is a great city. It’s one of the fashion capitals of the world and has been an inspiration for designers for many years.
Do you attend car races frequently and have you ever driven a racecar?
I’ve been a fan of Formula 1 for many years. From the first time I attended a race, I’ve been completely fascinated by the world of motor-sports. I love the drive, passion and spirit of race car driving.
What do you think American and Italian style have in common?
American and Italian style is very distinct, but customers everywhere value great quality, fit and design aesthetic. I think that’s what makes our collections relevant to a global customer. While each of our collections is inspired by American classics with a twist, it translates worldwide as sophisticated yet comfortable.
What is your favorite part of the culture and/or food here in Milan?
My wife Dee and I enjoy nights out here in Milan. There are so many great restaurants in the city. Our favorites include Bice and Giacomo Bistrot.
How many seasons has it been now that Tommy has followed the See Now Buy Now approach?
We’ve had incredible success with our See Now, Buy Now shows. TommyNow Drive will be our fourth show that gives consumers the opportunity to shop thecollection instantly.
And what comes first, the design theme or the destination or is it in conjunction that the two happen?
With our new see now, buy now approach, both of these pieces come together in conjunction. My vision has been to bring the TommyNow experience to a global audience, so we’re constantly looking ahead to the next destination to connect with our fans.
