Fall 2018 Ready-to-WearTommy Hilfiger
SHANGHAI,September 4, 2018
There is a popular stretch of Shanghai called the Bund, which runs right along the Huangpu River and cuts through the heart of the city. On its north end, Tommy Hilfiger staged his fifth see-now-buy-now show tonight, setting his runway right along the waterfront. Night had just fallen and the skyscrapers in the Pudong financial district glimmered across the water—the landmark Pearl Tower and one office building that had the Hilfiger flag splashed across it in lights.
Tommy Now, as it's called, has become a traveling showcase. Through an ongoing partnership with Tmall, the e-commerce giant owned by Alibaba, each piece is instantly shoppable across China, which per Hilfiger is the brand's fastest growing market. "Someone once told me to go to where your customers are," Hilfiger said backstage, "and this is the ultimate version of that."
Falling as it did one day ahead of New York Fashion Week, both the crowd and models were largely culled from East Asia, a logistical move that also made good business sense. K-pop stars Chanyeol Park of EXO and Taeyeon of SNSD were in attendance, the former drawing a hysterical mass of fans who literally pressed their noses against the glass wall surrounding the venue. The $290 black monogrammed crewneck that he wore will no doubt sell like hotcakes (Tommy x Chanyeol, anyone?).
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