Tommy Hilfiger Is Taking His 'See Now, Buy Now' Show to Milan Fashion Week

The Spring 2018 spectacle hits Italy this February.
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The Spring 2018 spectacle hits Italy this February.
Gigi Hadid and Tommy Hilfiger. Photo: Estrop/Getty Images

Gigi Hadid and Tommy Hilfiger. Photo: Estrop/Getty Images

Tommy Hilfiger is hitting the road again next season, trading in his big-budget, London-set "rock circus" for something 800-odd miles southwest. On Tuesday, the American designer announced his plans to bring his "see now, buy now" Spring 2018 runway spectacle to Milan on February 25, at the tail end of Milan Fashion Week. As in seasons past, this latest "TommyNow" show will include both women's and men's looks, as well as his fourth Tommy x Gigi collaboration with Gigi Hadid.

"My vision for TommyNow was to create a global platform that we could take on tour to bring our show experience to new audiences around the world," said Hilfiger in a statement. "It's about the fusion of fashion, entertainment and pop culture with experiences, performances and inspiring interactions that are designed around our consumers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TommyNow show."

Though the Spring 2018 venue has not yet been named, the brand will surely (definitely) spare no expense at securing a space — and upholding a theme — that's as over-the-top as its been in previous seasons: "Tommy Pier" in New York, "Tommyland" in Los Angeles and "Rock Circus" in London, the latter of which took place at the Roundhouse, a famous concert venue that's hosted the Rolling Stones, The Beatles and Jimi Hendrix in the late '60s. 

Per the brand's "see now, buy now" format, all men's and women's runway looks will be instantly shoppable in more than 70 countries across the label's own website, select wholesale partners, social media and a shoppable livestream, as well as via the image recognition commerce app "TommyNow Snap," which includes augmented reality features to shop the runway, and the A.I.-powered TMY.GRL and TMY.BOY Facebook Messenger bot. Or, if you're a cave person, you can also just buy the collection in stores, which I guess still exist?

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