The rumors are true: Tommy Hilfiger will be making his grand return to New York Fashion Week on September 11 after three years. Of course, in typical Tommy fashion, it won’t simply be putting on a traditional runway show, but an immersive experience incorporating a cross-generational playground called Tommy Factory that the designer will present in the industry’s largest “See Now, Buy Now” platform. For context, think his TommyNow shows in collaboration with Zendaya in 2019 and Gigi Hadid in 2017.
For the experimental event, Hilfiger looked to Andy Warhol’s Factory, a leading pioneer in the cultural revolution of fashion and creativity between 1962 and its demise in 1983, which he frequently visited. In addition to paying homage to Warhol, the American designer will amplify the creative energy of New York while also profiling what the brand calls “Futuremakers” in its upcoming Fall 2022 campaign.
Although the campaign isn’t set to be released, the brand revealed that it was shot by Katie Grand and stars supermodel Kate Moss and her daughter and fellow model, Lila Moss, for the first time in a campaign together. In addition the campaign will also include legendary drummer, producer — and Kourtney Kardashian’s beau — Travis Barker; Grammy-winning artist, Golden Globe and Emmy nominated actor, Anthony Ramos; multi-Grammy® Award-winning recording artist, songwriter and composer Jon Batiste; street pop artist, Mr. Brainwash; as well Wigstock drag legend, Lady Bunny, and tattoo artist, Steve Wiebe.
“Tommy Factory isn’t a physical space, it’s a state of mind,” said Tommy Hilfiger in a press release. “Andy’s fascination with pop culture always captured the heart and spirit of the American society. His ability to connect with what was most relevant has never ceased to inspire me in everything I do. New York City is where Andy brought fashion, art, music, and entertainment together when I was first starting out in the industry. The Factory was the place to be. And today, it is still his approach that drives me to engage with the cutting-edge communities building new creative experiences.”
Michael Dayton Hermann, director of licensing, marketing and sales at The Andy Warhol Foundation for the Visual Arts, said, “The creative energy of New York City is an unstoppable force that continues to bring together an inspiring diversity of talent, just as it did at Andy Warhol’s Factory. We are honored that Tommy Hilfiger’s campaign pays unique homage to Andy Warhol and will generously support the philanthropic activity of The Warhol Foundation.”
The Tommy Factory experience will take place at 7 PM EST on September 11 at Skyline Drive-In in Brooklyn, and they will also have a digital activation synchronized on Roblox — the Metaverse world that Hilfiger has been doing a bit of exploring in as of late.