Tommy Hilfiger makes his grand return to New York Fashion Week

Photo Credit: Dan Lecca

RETURN TO THE NEW YORK GROOVE: TOMMY HILFIGER MADE HIS TRIUMPHANT RETURN TO NEW YORK FASHION WEEK FALL 2022 WITH A JUMP THAT FILLED THEM WITH NEW YORK PRIDE.

BY ADRIENNE FAUROTE

Tommy Hilfiger makes his grand return to New York Fashion Week Photo Credit: Dan Lecca

The 9/11 runway show was a true homecoming for Hilfiger—and it was anything but ordinary. Set against the Manhattan skyline at Brooklyn’s Skyline Drive-In Cinema, Hilfiger set the stage for a dramatic comeback, despite the rain. In fact, we couldn’t imagine a more iconic evening in New York.

Spanning across the physical and digital worlds, The Tommy Factory The multiverse runway experience was a tribute to Andy Warhol’s iconic NYC factory, where fashion, art, music and entertainment lived together in harmony. So the show, on and off the runway, was a curated cast of next generation photographers, videographers and artists who worked together to create The Tommy Factory magical. With models like Bob Colacello (Warhol’s right-hand man), Lila Moss and Superplastic avatar stars Janky, Guggimon and Dayzee gracing the runway and Travis Barker closing the show, it was an unforgettable night in New York.

For our special edition of New York Fashion Week, Haute Living sits down with Hilfiger to get an exclusive look inside his return to New York Fashion Week, while also looking back at some of his favorite New York Fashion Week moments and looking ahead to the brand’s future.

THE EASY LIFE: Congratulations on returning to New York Fashion Week this season. Can you walk us through the decision-making process after returning to this showtime?
TOMMY HILFIGER: NYC is where it all started for me. Fall 2022 campaign and The Tommy Factory are inspired by Andy Warhol’s iconic studio in New York, which I visited in the early days of the brand. Andy was instrumental in bringing fashion, art, music and entertainment together in one place – creating an epicenter of creative minds that helped shape American pop culture throughout the 60s, 70s and 80s. And like Andy, we’re all about bringing people together, so returning to NYFW is the perfect expression of what we stand for while paying homage to our roots.

When I thought about our return to fashion week, my mind immediately went to New York and its renowned creative scene and innovative community. The Tommy Factory is a deconstructed studio space where live art is created—it collides classic with new and past with present to connect with audiences in original and unexpected ways.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: What was the energy like leading up to the runway show?
TH: After a three-year hiatus, the energy is buzzing and we’re very excited to be back. We can’t wait to get back on track with so many new and exciting elements – especially when it comes to the digital space and our partnership with Roblox. It’s been a lot of hard work, but there’s nothing more exciting than doing a show and bringing unexpected experiences to audiences around the world.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: What are some of the highlights of the collection?
TH: This season is all about colliding classic inspirations with modern twists to create new preparations. We will be premiering the gender-inclusive limited edition capsule collection co-designed with British designer Richard Quinn. The capsule combines Quinn’s signature use of bold patterns and exaggerated silhouettes with our take on American classics. We are also launching the new one TH Monogram collection, inspired by our brand’s archives and given a streetwear makeover by renowned designer Fergus Purcell. Both collections celebrate individual style and self-expression, adding a forward-thinking spirit to our East Coast heritage style.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: What were you looking forward to most about returning to the NYFW runways?
TH: When we set out to create this show, we knew we wanted to create a completely digital experience – digital is at the forefront, helping us immerse the audience further into the world of our brand. We’re the first brand to live stream our IRL show live to Roblox’s 55 million daily active users, featuring real-life models as well as digital avatars. Audiences at home can purchase any view in real-time with our “Watch Now, Buy Now” experience. We are blurring the lines between what is real in the physical world and what is completely digitally constructed.

HL: You’re also embracing the metaverse in an industry-first ‘See Now, Buy Now’ catwalk. Why was it important to you to include this element? Do you see this as the future of fashion?
TH: While the metaverse won’t replace the physical world, it presents so many possibilities. We’re still learning to understand the connection between the physical world of fashion and all that the metaverse has to offer; however, we know our customers are out there. They expect us to keep up with how, where and what they buy. It also gives us the opportunity to connect with new communities, deliver unexpected brand experiences and foster our inclusive spirit in both the physical and digital worlds.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo Credit: Dan Lecca

HL: If there’s one thing you want viewers to take away from your show, what is it?
TH: Performance is the ultimate experience of creative self-expression. This figital experience brings together guests, talent and models without the boundaries of location. Inspired by Andy Warhol’s ability to bring together so many different walks of life under one roof, we are aiming to create an experience that is accessible to all.

HL: You also recently introduced yourself The Tommy Factory. Can you walk us through the creative process for its conception?
TH: The Tommy Factory it’s unlike anything we’ve ever done – we’ve really stepped outside the box. [Being inspired by Andy Warhol] since he was fascinated by pop culture, we wanted to reimagine this for today. It’s a live playground where content is created by a curated cast of next-gen photographers, videographers, and artists—then streamed. It’s all about bringing people and ideas together in an unexpected way.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: Tommy Hilfiger is an iconic New York brand name. What does New York mean to you?
TH: When I’m in New York, I feel the pulse of the city. Every street is filled with inspiration – buzzing with creativity and individuality. I like it. This is where the brand began and continues to be a source of inspiration for the brand today.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: What are your go-to restaurants for fashion week?
TH: Whenever I come to New York, I always try to visit either Carbone in Greenwich Village or the Grill in Midtown East – both combine classic dishes with a great atmosphere and an elevated dining experience.

HL: What is your favorite memory of New York Fashion Week?
TH: Definitely my first ‘See Now, Buy Now’ show in 2016. It was a turning point in how we present new collections and connect directly with the consumer.

Tommy Hilfiger makes his grand return to New York Fashion Week Photo: Jason Lloyd-Evans

HL: What’s next for the brand?
TH: We’re going where our consumers are, and right now, that means digital, self-expression, play, value, experimentation and fun. It’s always exciting to keep up with our audience and consumers; we stay on the pulse of innovation and continue to push the boundaries by experimenting with technology and bridging the gap between IRL and URL.

We are always guided by our 2030 goal to be a fully circular brand that wastes nothing and welcomes everyone – and I believe we have a responsibility to do what we can to ensure a more inclusive and sustainable future sustainable fashion.