By Lexy Pratte
Tommy Hilfiger returned to New York Fashion Week (NYFW) for the first time in three years, presenting a physical show as well as one in Roblox.
This was an industry first, as avatars dressed in the Tommy Hilfiger pieces walked the runway in Roblox’s virtual version of New York at the same time as real-life models walked the runway in Brooklyn, New York to roblox-inspired music. The show was on Sept. 11 and featured a live performance by Travis Barker.
Hilfiger said he was inspired by Andy Warhol, which could be seen in the tinfoil-wrapped stage and factory aspect of the show. Hilfiger described his show as “a celebration of creativity as we bridge IRL and URL in unexpected ways.”
Tommy Hilfiger first partnered with Roblox in December 2021 and is not the only luxury brand to have exclusive pieces available for players to purchase. However, it is the first brand to ever hold a NYFW show both in real life and in the game. Those on Roblox had the option to stream the physical show live or watch the Roblox version.
This decision brought their “See now, Buy now” concept to a new level. As always with Tommy Hilfiger shows, every design seen on the models is available for purchase right away. This year, those with Roblox also had the ability to buy the virtual version of these pieces as well as some exclusive pieces only available on Roblox.
The designs were preppy with grunge accents. Their signature colors of blue, red and white were present as well as bright yellows and greens. Many pieces featured thick horizontal stripes and were accessorized with leather boots, gloves and silver jewelry.
Designs from the new Tommy Hilfiger X Richard Quinn collection were seen on the runway. The collection consists of 40 new pieces, along with six matching children’s pieces. They mixed the bold, floral prints from Quinn’s style with the classic colors and silhouette of Hilfiger’s to create a unique collection. Although less preppy, the designs matched well with what was seen prior on the runway.
Hilfiger also worked with illustrator and designer Fergus Purcell to create the new TH monogram. The pair looked back through the Tommy Hilfiger archives to produce something new, while also reminiscent of their past 37 years in the industry. The monogram is an interlocking “T” and “H” and was featured on nearly every design on the runway.
Tommy Hilfiger is continuing to create new styles and ways of experiencing fashion, while still incorporating the look it has been cultivating since 1985. The collaboration between Tommy Hilfiger and Roblox brings fashion to a new market of people and leaves many wondering what will come next when the fashion industry joins the virtual world.