Tommy Hilfiger to host next TommyNow show in Shanghai

Tommy Hilfiger's TommyNow runway show is continuing its grand tour of the world, and its next stop is Shanghai. The news first broke on WWD. To date, Hilfiger's held see-now-buy-now runway shows in New York, Los Angeles, London and Milan. This next iteration of TommyNow will take place on September 4. Shanghai was chosen as Asia is the brand's top potential growth market.

“TommyNow continues to disrupt the runway rules driven by our passion to introduce innovative ways to immerse as many consumers as possible into this event globally,” Tommy Hilfiger said in a statement to WWD. “For fall 2018, our experiential event will evolve to become an even greater storytelling experience that celebrates our powerful fall 2018 collections and ambassador partnerships. After successful stops in North America and Europe, I look forward to unveiling our next season on a new continent.”

Although Tommy Hilfiger and Gigi Hadid have ended their Tommy x Gigi collaboration, it did wonders for the brand in every aspect from social media to sales. The collection was able to draw in more female customers, and helped Tommy Hilfiger increase revenue by 21 percent to 1 billion dollars for the first quarter of 2018.

Hilfiger has found a new design partner in British Formula One racer Lewis Hamilton. Hamilton is a four-time Formula One champion and a global brand ambassador for Tommy Hilfiger. As fashion continues to evolve to a more sporty look versus the traditional preppy aesthetic that Hilfiger became famous for, Hamilton could create a more athletic wear type collection inspired by his own style as a race car driver. The last collection Hilfiger showed in Milan was race car themed, so it's possible the two are working together to take that aesthetic even a step further. The Tommy Icons collection celebrating icons of fashion, art, and music will also be presented during the Shanghai show.

All of the looks from the collection will be immediately shoppable after the show at points of sale in over 70 countries, as well as on Tommy.com.

photo: via Tommyhilfiger.com