Though Tommy Hilfiger has been in business for 35 years, the denim brand continues to surprise fans.
The “Tommy Now” Spring 2020 runway experience at London Fashion Week was packed with special appearances and new collaborations that underscored the high-profile brand’s clout and diverse and multigenerational following. The show celebrated self-loyalty and unity, with models of all sizes and demographics—even Hilfiger himself in a T-shirt featuring the word “unity” front and center—coming together to show a collection of interchangeable pieces designed for all genders.
On display was the brand’s fourth collaboration with British racing driver Lewis Hamilton, featuring iconic streetwear looks highlighted by neon accents and graphics that celebrate Tommy Hilfiger’s 35th anniversary. Pieces include dual-toned windbreakers and matching joggers, neon hoodies, graphic T-shirts, shorts and utility-inspired jumpsuits, complete with accessories like fanny packs and backpacks.
Monochromatic color ways were on heavy display, with white, dusty rose and neon chartreuse core to the palette. Denim suiting was amplified with an unexpected top layer of white gym shorts with neon green striping. The look was finished with matching hi-top sneakers and a blue silk scarf pulled through the jeans’ side belt loops.
Other looks included nautical elements such as stripes, contrast stitching and oversized pockets with a navy-blue-and-white color palette.
The runway experience took place at London‘s Tate Modern and included nods to the past—supermodel Naomi Campbell opened the show—as well as creative connections to pop culture. Grammy award-winning artist H.E.R. (real name Gabriella Wilson) tested her fashion chops with a special Tommy x Lewis x H.E.R. collection of 12 statement pieces emblazoned with her song lyrics.
The future was also a focus of the evening, as more than 75 percent of styles in the latest Tommy x Lewis collection are sourced more sustainably. It uses 100 percent organic cotton, as well as recycled materials, down alternatives and low-impact denim washes.
The collection is “see now, buy now,” a runway concept fashion brands have employed for years to show looks available for immediate purchase. Each look within Tommy x Lewis and Tommy x Lewis x H.E.R. collections is available across an ecosystem of shoppable channels around the world.