The recognized premium lifestyle brand launches Tommy Factory: The Making of a Fashion Show runway experience with a star-studded guest list.
For its Fall 2022 Runway Show, Tommy Hilfiger celebrated its homecoming to New York Fashion Week last September 11 by launching Tommy Factory: The Making of a Fashion Show. Despite the rain, the show went on in true New York style and unveiled the new TH Monogram, which was created in partnership with illustrator and graphic designer Fergus Purcell.
Providing a modern take on the fashion event, digital innovations immersed live audiences into an experiential multiverse runway show while the live stream for global audiences blended the physical show into the virtual world, featuring Superplastic star avatars.
Tommy Hilfiger Fall ’22 Collection Statement
Paying tribute to Andy Warhol’s iconic NYC factory, the event brought together fashion, art, music, and entertainment – a modern prep for all that celebrates pop culture and creativity across all worlds, from IRL to URL: Tommy Factory.
The one-of-a-kind event unveiled the new TH Monogram designed by Fergus Purcell and officially announced the boundary-breaking collaboration that the brand made with distinguished British designer, Richard Quinn. By doing so, this Fall’s collection brings together a marvelous collision of classic with the new – remixing traditional Americana codes with contemporary streetwear-inspired twists, clashing bold pop colors, reimagining proportions, and restyling heritage classics in ways that are totally unexpected but are sure to start a trend.
Tommy Factory: The Making of a Fashion Show
The event was opened by none other than Jalin Johnson – and featured a diverse cast of models on the runway, including Lila Moss, Winnie Harlow, Alton Mason, Amelia Gray, Duckie Thot, Hari Nef, Julia Fox, Paloma Elsesser, Parker van Noord, Precious Lee, alongside Bob Colacello, Warhol’s right-hand-man and editor of Interview magazine. American actress and model Donna Jordan, better known as Warhol Superstar, also made an appearance while Avatar stars from Superplastic Janky, Guggimon and Dayzee owned the virtual runway in TOMMY PLAY flaunting Tommy Hilfiger x Richard Quinn. This digital innovation thereby made the IRL event more special.
The first-of-its-kind simultaneous IRL and URL runway brought guests to the creative playgrounds of Tommy Factory – made possible by the esteemed curated casts of next-generation photographers, videographers, and artists who performed live art at the show. They gave the audience full access to backstage preparations of the show, which includes hair and makeup preps, first looks, and set design.
The live set creation featured local NY talents, set designers, airbrush artists, screen printers, photographers, live printers, and graffiti artists. Their content was concurrently broadcasted alongside the show as part of the physical set, in the live stream within the TOMMY PLAY experience on Roblox, and across Tommy Hilfiger’s channels and partner platforms.
Embracing such an ingenious concept, Jon Batiste made an impromptu performance as he walked down the carpet. The show concluded with a one-off performance by legendary drummer and producer Travis Barker – him playing an exclusive track for Tommy Factory, with the skyline in his background.
The star-studded event had Kourtney Kardashian, Kris Jenner, Corey Gamble, Richard Quinn, Shawn Mendes, Jon Batiste, Kate Moss, Halima Aden, John Legend, Rickey Thompson, Jaylen Brown, Anthony Ramos, and Paulo André in the front row of the IRL show. The original Factory member, Jane Forth, who won her notoriety as Warhol’s teenage superstars, also made a special guest appearance, together with Lady Bunny, Luka Sabbat, Wisdom Kaye, Miss Fame, Law Roach, Martine Rose, Noah Beck, 24k Goldn, Yungblud, Jesse Jo Stark, Latto, Anne Marie, Trippie Red, Riisa Naka, FEWOCiOUS.
‘See Now, Buy Now’ – Tommy Factory Democratizes Fashion in The Fall 2022 Campaign
Tommy Factory showcased the brand’s determined optimism and inclusive spirit globally with holistic marketing activations. The Fall 2022 Campaign flawlessly blends hi-tech and lo-fi to celebrate pop culture and creative expressions as featured by Craig McDean in the shots made in the Bronx.
Styled by Katie Grand, the campaign includes supermodel Kate and model daughter Lila Moss; drummer and producer Travis Barker; Grammy-winning artist, Golden Globe and Emmy nominated actor Anthony Ramos; multi-Grammy award-winning recording artist, songwriter, and composer Jon Batiste; pop-artist Mr. Brainwash; Wigstock drag legend Lady Bunny; and celebrated tattoo artist Steve Wiebe.
The fashion campaign which was made available to purchase in real-time the moment they hit the runway came in an assortment of menswear, womenswear, and gender-inclusive styles. Through the brand’s signature ‘See Now, Buy Now’ concept, with exclusive digital products available on Roblox, the collections can be purchased across Tommy Hilfiger’s global channels, retail stores, and selected wholesalers.
