Tommy Hilfiger celebrated its homecoming to New York Fashion Week on Sunday, September 11th with Tommy Factory Fall ‘22 Runway Show – and in true New York fashion, the show went on despite the rain.
Thank god they handed out ponchos!
Guests arrived at Tommy Factory and were immediately immersed in the phygitally created brand world. Mylar balloons, inspired by Warhol’s iconic Silver Clouds, were floating against the NYC skyline – and given a digital twist with an augmented video remix of an AR guest-generated balloon installation.
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As the experience progressed, live art was made in the creative playground while metaverse activations engaged IRL audiences, such as the Tommy Factory NFT, courtesy of Rove, that guests could receive through their phone in under a minute, the release eplains.
And if sprinting (and then falling flat on our faces) to meet Kris Jenner is wrong, we don't want to be right.
I mean could you blame us? She is the OG kween.
Other VIP attendees included a (shirtless) Travis Barker, Kourtney Kardashian, Shawn Mendes, Kate Moss, John Legend, and more. Talk about a stacked front row.
“A homecoming to our creative heart, this Fall 2022 we pay tribute to Andy Warhol’s iconic NYC factory, where he brought together fashion, art, music and entertainment. From our new TH Monogram designed in partnership with Fergus Purcell to our boundary-breaking collaboration with British designer, Richard Quinn, this Fall we’re colliding the classic with the new to light up what’s next. Remixing traditional Americana codes with a contemporary, streetwear-inspired twist. Clashing bold pop colors, reimagining proportions and restyling heritage classics in unexpected ways. This is modern prep, for all. An inclusive celebration of pop culture and creativity, across all worlds from IRL to URL – this is Tommy Factory.” – Tommy Hilfiger.
Inspired by Warhol’s legacy of celebrating pop culture and creative expression, the phygital event brought together Futuremakers from the worlds of fashion, music, art and entertainment under one roof. Audiences arrived with the set intentionally unfinished, inviting them to experience the making of a fashion show with a cast of forward-thinking artists.
Jon Batiste embraced the concept and gave an impromptu performance as he walked the carpet. The first-of-its-kind simultaneous IRL and URL runway show immersed guests in the creative playground of Tommy Factory, celebrating boundary-pushing collections and creativity across all worlds.
The show grand finale included a one-off performance by legendary drummer and producer Travis Barker, playing an exclusive track for Tommy Factory, with the skyline set behind him, the release discloses.
A curated cast of next-generation photographers, videographers and artists created live art at the show and gave audiences full access to backstage preparations of the show – including hair, make-up, first looks and set design. This brilliantly closed the gap between the runway and the audience, making something as glamorous as the catwalk seem paradoxically approachable.
According to the release, The show was opened by Jalin Johnson and featured a diverse cast of models including Lila Moss, Winnie Harlow, Alton Mason, Amelia Gray, Duckie Thot, Hari Nef, Julia Fox, Paloma Elsesser, Parker van Noord, Precious Lee on the physical runway – as well as Bob Colacello, Warhol’s right-hand-man and editor of Interview magazine and American actress and model Donna Jordan, well-known as a Warhol Superstar.
Avatar stars from Superplastic Janky, Guggimon and Dayzee took to the virtual runway in TOMMY PLAY wearing Tommy Hilfiger x Richard Quinn and made a special appearance at the IRL event." through digital innovation.
An assortment of menswear, womenswear and gender-inclusive styles were available to purchase in real time the moment they hit the runway, through the brand’s signature ‘See Now, Buy Now’ concept, with exclusive digital products available on Roblox. The collections are now available across the brand’s global channels, in retail stores and at select wholesalers.
This is the ultimate democratization of fashion.
Photography by: Courtesy of brand
