This month, American designer brand Tommy Hilfiger and British racing driver Lewis Hamilton showcased their fourth TommyxLewis collaborative collection in TOMMYNOW Spring 2020 runway show. They invited Grammy award-winning singer and songwriter, H.E.R., to co-create a capsule collection as a surprised twist during the London Fashion Week.
The brand’s vision to waste nothing and welcome all are at the heart of TommyxLewis collection—highlighting sustainability and sense of inclusivity. While H.E.R. infused her authentic touch into 12 statement-making TommyXLewisXH.E.R. pieces, which further expanding the season’s collective unity.
The in-season TOMMYNOW runway show brings to life and immerses global consumers in the brand’ s youthful, optimistic, and change-making spirit. Through the TOMMYNOW platform, the brand continues to push the boundaries of what the fashion industry stands for, the experience it provides and—most importantly—the dialogues it supports.
The event builds on the success of Tommy Hilfiger’s signature “See Now, Buy Now” approach, with runway looks immediately available across an ecosystem of shopping channels in more than 70 countries.
THE COLLECTION STATEMENT
Inspired by the celebration of freedom to be who you are, what you believe in, and go where you want to go, Tommy Hilfiger and Lewis Hamilton’s fourth collaborative effort embodies this shared value–a word tattooed on the global brand ambassador’s arm, and a guiding virtue throughout the Spring 2020 collections and runway experience.
This season, TOMMYNOW is stripped back to what matters most, taking audiences on a sensory journey that celebrates Tommy Hilfiger’s sustainability vision to create fashion that wastes nothing and welcomes all. In a homecoming for the British racing driver, Tommy Hilfiger and Lewis Hamilton present their most sustainable TommyxLewis collection to date, with over 75% of styles sourced more sustainably, including using 100% organic cotton, recycled materials, down alternatives and low-impact denim washes.
The Spring 2020 TommyXLewis collection continues to fuse Tommy Hilfiger’s strong menswear heritage with Lewis Hamilton’s streetwear style, as military blues and greens blend with neutral tones and neon pops.
The infusion from Grammy award-winning singer and songwriter, H.E.R., features her authentic graphical iconography and lyrical quotes across 12 statement pieces. From utility to prep, Spring 2020 TommyXLewis is a fresh and sophisticated celebration of iconic pieces that embody the modern American wardrobe.
Remaining loyal to its heritage while constantly reinventing itself, Hilfiger collection draws from the brand’s rich archive, while adding a contemporary twist to iconic silhouettes and disrupting the flag heritage in accessories and elevated apparel. In honor of the brand’s 35th anniversary and heritage, the signature HILFIGER Crest shines through as an all-over graphic, tonal graphic placements, bullion and rich embroidery.
TOMMYNOW embraces the philosophy of “Style for All”-a belief that great style erases all boundaries in gender, age, ethnicity, and body type. With that in mind, TommyxLewis and TommyXLewisxH.E.R. offer extended sizing for all body types, while HILFIGER COLLECTION created menswear and womenswear pieces in parallel to encourage sharing wardrobe staples across genders.
For Tommy Hilfiger, Spring 2020 is about thinking beyond the season and towards the future–focusing on its journey of wasting nothing and welcoming all.
A COMMITMENT TO THE MOTHER EARTH
Over 1,000 guests, including press, buyers, VIPs, industry influencers and consumers were invited to experience the show at Tate Modern in The Tanks—stripped back, industrial, subterranean spaces, each measuring over thirty meters across and seven meters high. Each tank has maintained its rough, utilitarian feel, creating a contemporary and inspiring dichotomy with the brand’s evocative and immersive runway experience.
Channelling an abstract landscape, the simplicity of the TOMMYNOW set and reinterpretation of nature supported Tommy Hilfiger’s sustainability vision. Guests were taken on a curated sensory journey within the minimalist architecture. Drawing inspiration from weather cycles like thunder, warm light flashed and flickered to darkness to alter the natural atmosphere and illuminate neon style details.
The Tanks were filled with a nature-derived fragrance of dry wood, inspired by the blazing scent of cracked earth and formulated specifically for the show. A London-based vocal performance collective took a position in each Tank for the show—their rich voices reverberating off the concrete walls as they sang a mixture of contemporary and soul.
As part of its ongoing sustainability efforts, Tommy Hilfiger partnered with South Pole–a leading project developer and global sustainability solutions provider—to offset an estimated 1,600 tons of carbon emissions resulting from the production of the TOMMYNOW runway show.
Through this collaboration, Tommy Hilfiger is providing ceramic water purifiers to communities in Cambodia. These filters improve public health in the country by providing safe drinking water and reducing indoor air pollution from wood burning; while decreasing household fuel costs and reducing pressure on Cambodia’s vulnerable forest.
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