Tommynow Drive
Tommy Hilfiger, 2018
Tommynow Drive
Spring 2018 Runway Show
Senior Art Director, Miette L. Johnson. Art Directors, Sarah Coburn, Silvia Bella, Claudia Dader, Ruby Thompson. Production Designer, Milou Verhoeven. Creative Producers, Clair Rivera, Amanda Young, Igor Guinau. Event Creative, Randall Peacock Studio. Creative Partners, KCD, The Light Surgeons, Full Scream, Bose, Starr Media.
The fully reinvented Spring 2018 experiential runway event fused fashion with motor racing, celebrating Tommy Hilfiger’s partnership with Mercedes-AMG Petronas Motorsport. Inspired by Tommy Hilfiger’s love of motorsports and the adrenaline-fueled world of Formula One, the show combined speed and immediacy with a touch of vintage nostalgia. Entering into the high-energy world of TOMMYNOW DRIVE through a futuristic, high-octane tunnel, immersed in the real sounds of Formula One racing and speeding light animations, 2,000+ guests enjoyed inspiring, unexpected fashion experiences.
The design language pays tribute to Tommy’s longtime love of racing, fusing our American heritage with modern athleticism. Bold, graphic type mixed with racing photography, overlayed with gradients in high-energy hues drawn from the collection are applied throughout an extensive ecosystem of digital channels and physical spaces.
“Hilfiger has managed to capitalize on the see-now-buy-now moment in a way no other designer has by committing to it on another level from a production, design and delivery perspective, and by making it a social / digital tidal wave.”
— WWD
Musicians Gabriel-Kane Day Lewis and Christian ‘King’ Combs, along with models Pyper America and Winnie Harlow share what drives them s part of an ongoing seasonal Brand Storyline.
“The show is pure energy.”
— CR Fashion Book
SNAP
This season, TOMMYNOW SNAP opens up the world of fashion, collection design, craftsmanship and passion. Additional storytelling layers present behind-the-scenes footage of the design process, collection inspiration and social content when collection piece is photographed through the app.
LIVESTREAM
To continue to deliver instant gratification, global consumers are able to purchase styles from collections the moment they hit the runway, via a shoppable livestream on tommy.com. The post-show VOD was also shoppable, and users could choose from a variety of edits tailored to their style preferences.
YAPE
Following a wider strategy to use TOMMYNOW as an incubator for innovation to test, evolve and integrate new technology that ties pop culture together, we branded e-Novia’s driverless delivery vehicle YAPE to deliver Spring 2018 looks to influencers, including music artist Christian ‘King’ Combs, before the show.
Located in the heart of the Brera District, inside the 19th century Palazzo Cagnola, Antonia offers and immersive, customized and sharply-edited luxury shopping experience. Here, we deconstructed the runway elements to reimagine the space in a conceptual way.