Having presented his immersive see now, buy now runway shows in New York, Los Angeles, London and Milan, Tommy Hilfiger is headed to China for the next installment of TommyNow, set to take place on September 4 in Shanghai. TommyNow's newest location is a nod to the brand's intention to focus on the Asia Pacific region for growth in the future.
"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," Hilfiger said in a statement. "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."
Speaking of ambassador partnerships, the Shanghai show will be the first TommyNow event to go down without Gigi Hadid as a design collaborator, a role she'd been filling at the brand since 2016. Instead, it will feature a capsule co-designed with Formula One World Champion Lewis Hamilton, who is serving as the brand's new global ambassador. In keeping with the event's see now, buy now roots, all the looks presented on the runway will be immediately shoppable in more than 70 countries both online and in Tommy Hilfiger stores.
"After successful stops in North America and Europe, I look forward to unveiling our next season on a new continent," Hilfiger said.