Tommy Hilfiger Goes All-In With Immersive Tech


Tommy Hilfiger, a leading designer lifestyle brand in more than 100 countries, has announced the TommyNow fashion show will hit Milan in Spring 2018. For more than 30 years, Hilfiger has led the industry with the ability to stay on the cutting edge of innovation.

Although the Milan venue has not yet been selected, the TommyNow experiential runway event will reflect Hilfiger’s ongoing commitment to bringing the brand to new cities and audiences around the world. The show features a See-Now-Buy-Now format, which successfully generates significant spikes in web traffic and billions of social media impressions.

“My vision for TommyNow was to create a global platform that we could take on tour to bring our show experience to new audiences around the world,” said founder Tommy Hilfiger. “It’s about the fusion of fashion, entertainment, pop culture and experiences, performances and inspiring interactions that are designed around our customers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TommyNow show.”

All of the runway looks will be available to purchase immediately in more than 70 countries, including Hilfiger stores and, select partners, and social media. The show will also feature the brand’s shoppable live stream and image recognition app, TommyNow SNAP, which includes augmented reality features to shop the runway, and the AI-powered TMY.GRL and TMY.BOY conversational commerce bot for Facebook Messenger. 

Discover how disruption, embracing technology, and driving innovation can keep your brand on the forefront at NRF 2018 on Tuesday, January 16 at 4:15 pm. Tommy Hilfiger, founder and principal designer for Tommy Hilfiger will share insight during the “Tommy Hilfiger: The Power of Disruption” keynote session into how to leverage immersive experiences and cutting-edge innovation.

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