Shanghai Icons
Tommy Hilfiger, 2018
Shanghai Icons
Fall 2018 Runway Show
Senior Art Director, Miette L. Johnson. Art Director, Silvia Bella. Production Designer, Milou Verhoeven. Creative Producers, Mirja Koch, Rhiannon Welfare. Event Creative, Randall Peacock Studio. Creative Partners, KCD, Starr Media.
Presenting the collections at the Shanghai Port Terminal to 1000+ guests, against the backdrop of the city’s iconic skyline, the Fall 2018 edition of TOMMYNOW explored the power of icons. We looked to our own heritage, and to trailblazers shaping the future, to give new meaning to the classics. Fall 2018 is a celebration of American style that’s inspired by the leaders of tomorrow and designed for whoever you choose to be. A diverse cast of local and international models walked the runway, which featured a mash-up of Tommy Hilfiger’s boldest, timeless graphics, and featured the brand’s takeover of the China Financial Information Center facade, one of the highly coveted digital projection spaces along The Bund.
“ Then there’s Hilfiger’s initiative to democratize the stuffy, old-school runway show, replacing hushed Parisian catwalks with riotous, social-media optimized spectacles on a global scale.”
— Esquire
“It’s quintessentially American; there can be no mistaking the fact that Tommy came to town.”
— Stylist
As the skyline came to life, guests were immersed into the world of Icons through a portrait gallery that set the tone for the evening’s celebration. The entrance showcased oversized photography of Leaders of Now, who are driving positive change for a brighter tomorrow, standing for their beliefs and inspiring others.
AYAKA SEGAWA
On Determination: ‘Making a big decision is never easy, but trying new things and sticking to your instinct can lead you in the right direction.’ Ayaka Segawa knows that determination is the key to success - everything is within reach if you have the drive.
DIEGO BONETA
On Motivation: ‘Querer es poder’- Where there’s a will there’s a way. Following his intuition, never giving up, and being willing to fight for what he wants fuels Diego Boneta’s success.
LESLIE KEE
On Inspiration: For famed photographer Leslie Kee, inspiration has the power to unite humanity and bring us closer to our world. Dream Makers help us become what we want to be, and create a force of positive change for a better world.
MAGGIE JIANG
On Self-Belief: Believing in yourself is part of what makes an icon, well, iconic. Maggie Jiang knows she's one-of-a-kind and embraces her individuality as an actress and Leader of Now.
The Runway Event was live-streamed to the world’s largest e-commerce platform, TMall.com, to consumers across China. In Shanghai, the TMall pop-up brought a new dimension to the runway shopping experience; using mirrors powered by cutting-edge AR technology, consumers could try on key styles from the Fall 2018 collections and immediately order their favourite looks online using their personalised 3D avatar.
