Consumers can now enjoy Tommy Hilfiger’s collaborations and archival pieces without the commitment of purchasing them.
The PVH Corp.-owned company teamed with U.K. fashion rental platform Rotaro to offer three product collections geared toward millennial and Gen Z consumers. With rental prices starting at 15 pounds ($18.15), Rotaro allows consumers to select the dates and duration of their 4- to 12-day rentals.
The assortment includes sold-out pieces from Tommy Hilfiger’s Fall 2021 collection with Brooklyn-based designer Romeo Hunte as well as archival Tommy Jeans garments. The gender-inclusive range spans overalls, dresses, and jackets. Consumers can also nab exclusive items like colorful one-shoulder tops, bike shorts and bowling shirts well-suited for summer vacations and festivals.
Tommy Hilfiger’s foray into rental supports the brand’s circular goals and initiatives. Along with introducing denim that follow’s Ellen MacArthur’s Jean Redesign guidelines for circular design, the brand launched Tommy for Life, a zero-waste circular business model based on buy-back, repair and resale.
By 2025, the brand aims to have its three most purchased items to be completely circular, including full traceability of key raw materials. It aims to be fully circular by 2030.
The key driver behind Tommy Hilfiger’s rental program is more pragmatic, however. In conversations with millennial and Gen Z consumers, Esther Verburg, Tommy Hilfiger Global and PVH Europe EVP, sustainable business and innovation, said the company learned they “struggle to find enough space for their ever-growing wardrobes” and are open to ownership alternatives.
“This doesn’t mean that they don’t want to dress well or wear a statement-making outfit though,” she said. “Especially in post-pandemic times, even the smallest occasions are a reason for dressing up. Therefore, rental brings value to our customers in two unique ways—a chance to dress for specific occasions and an opportunity to experiment with style—both without the commitment of buying new.”
Tommy Hilfiger revealed more details about its return to New York Fashion Week.
Inspired by Andy Warhol’s Factory, and its ability to foster subcultures, style and creativity in the ’60s, the brand will launch Tommy Factory.
Described as an “experiential creative playground,” the brand said the runway event will “amplify the power of the individual through installations inspired by Warhol’s 15-minutes of fame spirit, reimagined for today, uniting guests and models alike within the phygital space.”
The “see-now, buy now” catwalk will be live-streamed into the Tommy Play experience on Roblox.
Tommy Factory will also be the theme of the brand’s Fall 2022 campaign featuring supermodel Kate Moss and daughter and model Lila Moss, drummer Travis Barker, actor Anthony Ramos, Grammy Award-winning musician Jon Batiste. street pop artist Mr Brainwash, Wigstock drag queen Lady Bunny, and tattoo artist Steve Wiebe. The campaign will launch in September.
“Tommy Factory isn’t a physical space, it’s a state of mind,” Tommy Hilfiger said.