Mr. Tommy Hilfiger will visit Beijing, China, to commemorate the 30th anniversary of his namesake brand. Between May 24 and 26, Mr. Hilfiger will host events throughout Beijing including an exclusive recreation of his Fall 2015 Hilfiger Collection runway show, which marks the first time the brand is bringing the event to an international setting.
Debuted at New York Fashion Week in February, the Fall 2015 collection is inspired by American football, fusing stadium spirit and varsity motifs with Hilfiger’s classic American sportswear designs. 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.
“For the first time, we’ll transport our entire New York runway show to a new setting abroad,” said Tommy Hilfiger. “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. 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.”
“Since we entered the Chinese market, it has been an important region for the expansion of our global business,” said Daniel Grieder, CEO, Tommy Hilfiger. “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.”
Also being launched is a two-story Tommy Hilfiger store at the In88 shopping center spanning over 500-square-meters (5,400-square feet) and reflecting the brand’s “classic American cool” DNA.
Bespoke décor reflects the brand’s all-American heritage and is inspired by a blend of tradition and modernity, from over-dyed patchwork rugs, vintage furniture and antiques to digital screens and custom-designed lighting fixtures. The store’s visually striking façade stretches over 30 meters along two sides of the mall, while large windows host high-resolution digital screens that display the latest Tommy Hilfiger advertising campaign videos and imagery, creating an engaging and immersive brand experience.
Hilfiger’s 30th anniversary trip to China will be complemented by an extensive digital program designed to engage the Chinese consumer and shared globally via Tommy Hilfiger’s social media channels, including Weibo and Wechat. Friends and followers of the Tommy Hilfiger brand are invited to join the conversation using #TommyChina.
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