Following TommyNow Icons in Shanghai and the ‘TommyXLewis’ VIP launch party at New York Fashion Week, Mr. Tommy Hilfiger brought his latest collections to Tokyo with global brand ambassadors; Lewis Hamilton, Hailey Baldwin and Winnie Harlow.
The first ‘TommyXLewis’ collaborative collection, as well as the ‘Tommy Icons’ women’s capsule and Hilfiger Collection for women, were showcased at the event with an innovative twist on the traditional runway show. Tokyo Icons, an event that fused fashion with an innovative twist on the traditional runway show. The event built on the Tommy Hilfiger brand’s Autumn 2018 global campaign that celebrates the belief that the leaders of now are the icons of tomorrow- individuals who inspire others with their optimistic energy and extraordinary drive to create positive change. The location of the event reflects Tommy Hilfiger’s focus on Asia Pacific, its highest growth potential market, and commitment to bring the brand to new cities and audiences around the world. Tokyo Icons took place on Monday, 8th of October, presenting the Autumn 2018 Tommy Hilfiger collections at the outdoors pool deck of the Tokyo Prince Hotel.
L-R: Hailey Baldwin, Tommy Hilfiger with Lewis Hamilton, and Winnie Harlow.
“Tokyo Icons marks the final stop of what has been an incredible journey, celebrating our Autumn 2018 collections, while putting the spotlight on the optimistic spirit and determination of future generations,” said Tommy Hilfiger. “Through authentic collaborations and our passion for innovation, we continued to disrupt the traditional runway rules to immerse and engage consumers in the Tommy Hilfiger world.”
A three-storey high holographic water projection showcased the Autumn 2018 collections worn by a diverse cast of models that included Nandy Nicodeme, Anniek Verfaille, Simon Martyn, Simon Bornhall and Marga Esquivel. A unique digital installation featured photos of guests taken by renowned fashion photographer Leslie Kee and framed in “The Icons of Tomorrow Are the Leaders of Today” seasonal graphics, which provided the background to the runway projection. Throughout the evening, attendees were invited to personalize their denim tote bag at the TommyXYou laser customization station. The event was attended by four-hundred guests, including press, VIPs, industry influencers and Japanese consumers.
The electric atmosphere in Tokyo, for Tommy Hilfiger’s Tokyo Icons show.
This innovative format provided an inspiring platform to further generate excitement around the global launch of Autumn 2018 TommyXLewis, the first collaborative collection designed by iconic American designer Tommy Hilfiger in partnership with British racing driver, four-time FIA Formula One World Drivers’ Champion and global brand ambassador for Tommy Hilfiger men’s, Lewis Hamilton. Featuring unisex styling on the virtual runway, the TommyXLewis men’s collection embraces the brand’s sportswear roots, revisiting iconic American styles. The collection celebrates bold colors, sporty influences, heritage pieces and versatile shapes that speak to the confident and modern fan of the brand. Lewis’ personal twist to every design takes inspiration from his array of tattoos, luxury street style wardrobe and his lucky number 44.
The Tommy Icons capsule collection for women, whose global campaign is fronted by global brand ambassadors for Tommy Hilfiger women’s, model Hailey Baldwin, model and activist Winnie Harlow, and actress Maggie Jiang, was also showcased at the event. The capsule celebrates Tommy Hilfiger’s most iconic styles, putting an elevated twist on timeless classics for the now. Additionally, a curated selection of Hilfiger Collection for women, the pinnacle of the Tommy Hilfiger product offerings, was presented. The styles featured the iconic Tommy Crest, a lion with a sword encircled by laurels that launched in 1985. The Crest was reintroduced as a modern, exaggerated, oversized signature in luxe gold embroidery.