The Factory of Tommy Hilfiger

Andy Warhol and the Metaverse. The making of a fashion show. Roblox. Physical and digital show. See now, buy now. Back to New York. Avatars, skins, gamers and fashionistas. Richard Quinn and the neo punk. And that pouring rain that did not stop Tommy Hilfiger’s show in Brooklyn. «An inclusive celebration of pop culture and creativity through the Irl and Url worlds. This is Tommy’s Factory», Tommy Hilfiger told MFF talking about his return to the runways. «At the beginning of the 1980s, I met Andy Warhol and he brought me to his factory, a place filled with life, creativity, full of people from the world of fashion, art, music, entertainment, society. He put them together, mixed them and then painted them», he added. «I was inspired by Andy because he was the one who brought celebrities into pop culture. It was around 1985 and I kept that inspiration with me in building my brand, surrounding it with pop culture, especially through music and musicians, artists, influencers, athletes, going beyond mere fashion, building what I call fashiontainment».

Fashion and entertainment as elements also appeared in the show, during which remixed music crowned Beyoncé's latest album. The event featured an opening with the new American classic and the debut of the TH Monogram, created in collaboration with illustrator and graphic designer Fergus Purcell. However, the spotlight was also on the co-lab with British designer Richard Quinn, who brought a touch of punk to the scene, including tartans, flowers and spikes applied to leather jackets. Digital innovations immersed the physical audience in an experiential fashion show in the multiverse, while the livestream for the global audience merged the physical fashion show with the virtual world featuring avatars of Superplastic stars.

Judgment. Tommy Hilfiger represents the American dream. His garments fully embody the essence of that star-studded dream, which today are renewed with a digital appeal, applauded by the audience and celebrities. Under transparent umbrellas, there were Shawn Mendes, Kate Moss, John Legend, Kris Jenner, among others, with daughter Kourtney Kardashian and son-in-law Travis Barker, who stepped up to the console to give a hard rock vibe to the music of the final walk. (All rights reserved)