Tommy Hilfiger, which is owned by PVH Corp., announced its new brand partnerships with Bose and e-Novia to bring the world of Formula One to life at the Tommy now “Drive” experiential runway event held during Milan Fashion Week on February 25, 2018. The brand is hosting its fourth in-season runway show, which is inspired by Tommy Hilfiger’s love of motorsports. Combining speed and immediacy with a touch of vintage nostalgia, the event celebrates the recently announced partnership with four-time Formula One World Champions Mercedes-AMG Petronas Motorsport.
“This is our most immersive Tommynow experience yet, creating a powerful fusion of fashion and motor sport that celebrates the dedication to innovation that we share with Mercedes-AMG Petronas Motorsport,” said Tommy Hilfiger. “Tommynow remains our most powerful platform to deliver new collections to our fans around the world, and test the integration of big trends and innovative technology like ArtificialIntelligence and facial-recognition into our business.”
The runway show stage
A futuristic, high-octane tunnel and portrait station immerses guests into the high-energy world of Tommy now “Drive” at the Milano Congressi surrounded by real-life sounds of Formul