Tommy Hilfiger is taking his Fall ’15 show on the road. To commemorate the 30th anniversary of his namesake brand, the designer will host events throughout Beijing from May 24-26, including an extensive recreation of his fall collegiate-inspired collection, which debuted at New York Fashion Week in February.
The complete show experience will be transported to Beijing for the runway event, which will include looks from the men’s and women’s collections and take place against the backdrop of Hilfiger’s football stadium set. It will be the first time Tommy Hilfiger will transport an entire runway show to a new setting abroad.
Hilfiger’s visit will also mark the grand opening of the largest Tommy Hilfiger store in China, located in Beijing’s In88 shopping center. The two-story location will house the brand’s premium line of women’s sportswear, the Hilfiger Collection, and the Tommy Hilfiger Tailored collection for men, as well as accessories and footwear. The 5,400-square-foot store smacks of the brand’s “classic American cool” DNA, with a blend of tradition and modern fixtures, antiques mixed with digital screens and a façade that stretches along two sides of the mall. High resolution digital screens will display the latest Tommy Hilfiger ad campaigns.
“I’m excited to bring the spirit of an authentic American football game to China and share the unique experience as part of our 30th anniversary celebrations,” Hilfiger said. “It’s the perfect platform to share our signature style and brand values across men’s and women’s fashion with a new audience in China, and a great way to celebrate the opening of our largest store in the country.”
The festivities will be supported with an extensive digital program designed to engage Chinese consumers using the #TommyChina hashtag. Followers can keep up to date on the events and news via Tommy Hilfiger’s social media channels on Weibo and Wechat.
“Since we entered the Chinese market, it has been an important region for the expansion of our global business,” said Tommy Hilfiger CEO Daniel Grieder. “Today, with our solid foundation of over 100 stores across the country, we are able to embark on a number of exciting strategies focused on unlocking the growth potential, sharing our all-American heritage, and expanding our brand presence and business.”