Tommy Hilfiger launched TOMMYNOW Rock Circus for the closing of London Fashion Week in September. Held at the Roundhouse the evening hosted a high-energy experiential runway show built around fashion, music and entertainment.
The Event Inspiration
Inspired by Tommy Hilfiger’s personal longtime love of rock-and-roll, the show promised a night of glam. The setup combined a touch of glamour and nostalgia with a fresh, edgy new attitude.
Over 2,000 guests including press, VIPs and industry influencers were invited to enjoy inspiring, unexpected fashion experiences.
Guests shopped the runway at the Rock Circus Pop-Up featuring exclusive concert merchandise and Tommy Hilfiger classics at True Vintage. A personal touch was added as guests could customise their favourite items at the TommyXYou Lab.
A whole new level of runway…
TOMMYNOW continues to break the rules of the runway, giving instant access to new collections. With cutting-edge digital technology a new app powered with augmented reality was introduced.
Using the 3D image recognition app consumers can take the runway shopping experience to a new level. Features included watching a private runway show of key looks from the Fall 2017 collections, as well as direct access to shop their favorites on tommy.com.
TOMMYNOW Special Guests
The show was opened by international supermodel Gigi Hadid and featured top models including Bella Hadid, Devon Windsor and Hailey Baldwin.
Front row guests included Tommy’s wife, Dee Hilfiger, Lewis Hamilton, Lottie Moss and Poppy Delevingne. If all this wasn’t enough the show raised the roof with an exclusive performance from The Chainsmokers.
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