Tommy Hilfiger has celebrated its homecoming to New York Fashion Week on Sunday, September 11th with Tommy Factory Fall ‘22 Runway Show – and in true New York style, the show went on despite the rain. The show unveiled the new TH Monogram, created in partnership with illustrator and graphic designer Fergus Purcell, delivering a new take on modern prep. Digital innovations immersed physical audiences in an experiential multiverse runway show – while the livestream for global audiences blended the physical show into the virtual world featuring Superplastic star avatars.
FALL '22 COLLECTION STATEMENT
“WELCOME TO TOMMY FACTORY – THE MAKING OF A FASHION SHOW.
A homecoming to our creative heart, this Fall 2022 we pay tribute to Andy Warhol’s iconic NYC factory, where he brought together fashion, art, music and entertainment.
From our new TH Monogram designed in partnership with Fergus Purcell to our boundary-breaking collaboration with British designer, Richard Quinn, this Fall we’re colliding the classic with the new to light up what’s next. Remixing traditional Americana codes with a contemporary, streetwear-inspired twist. Clashing bold pop colors, reimagining proportions and restyling heritage classics in unexpected ways.
This is modern prep, for all. An inclusive celebration of pop culture and creativity, across all worlds from IRL to URL – this is Tommy Factory.”
– Tommy Hilfiger
RETURNING TO NYC WITH TOMMY FACTORY
Inspired by Warhol’s legacy of celebrating pop culture and creative expression, the phygital event brought together Futuremakers from the worlds of fashion, music, art and entertainment under one roof. Audiences arrived with the set intentionally unfinished, inviting them to experience the making of a fashion show with a cast of forward-thinking artists. Jon Batiste embraced the concept and gave an impromptu performance as he walked the carpet. The first-of-its-kind simultaneous IRL and URL runway show immersed guests in the creative playground of Tommy Factory, celebrating boundary-pushing collections and creativity across all worlds. The show grand finale included a one-off performance by legendary drummer and producer Travis Barker, playing an exclusive track for Tommy Factory, with the skyline set behind him.
THE MAKING OF A FASHION SHOW
A curated cast of next-generation photographers, videographers and artists created live art at the show and gave audiences full access to backstage preparations of the show – including hair, make-up, first looks and set design. Live set creation featured local NY talent, including Scotty Selvin, set designer; Gabe Rozzell, airbrush artist; Print Mafia & Made By Crack, screen printer; Te’an Archer, wheatpasting; Bladi, photographer; Risa Andy, live printing and wheatpasting; and graffiti artists Kyzer, OM!, Humane and DNTWATCHTV. Their content was broadcast alongside the show as part of the physical set, in the livestream within the TOMMY PLAY experience on Roblox and across the brand’s channels.
MODELS ON THE RUNWAY
The show was opened by Jalin Johnson and featured a diverse cast of models including Lila Moss, Winnie Harlow, Alton Mason, Amelia Gray, Duckie Thot, Hari Nef, Julia Fox, Paloma Elsesser, Parker van Noord, Precious Lee on the physical runway – as well as Bob Colacello, Warhol’s right-hand-man and editor of Interview magazine and American actress and model Donna Jordan, well-known as a Warhol Superstar. Avatar stars from Superplastic Janky, Guggimon and Dayzee took to the virtual runway in TOMMY PLAY wearing Tommy Hilfiger x Richard Quinn and made a special appearance at the IRL event through digital innovation.
FRONT ROW GUESTLIST
The IRL show was attended by Kourtney Kardashian, Kris Jenner, Corey Gamble, Richard Quinn, Shawn Mendes, Jon Batiste, Kate Moss, Halima Aden, John Legend, Rickey Thompson, Jaylen Brown, Anthony Ramos and Paulo André. Special guest appearance from original Factory member Jane Forth, who won her notoriety as Warhol’s teenage superstar. Guests included Lady Bunny, Luka Sabbat, Wisdom Kaye, Miss Fame, Law Roach, Martine Rose, Noah Beck, 24k Goldn, Yungblud, Jesse Jo Stark, Latto, Anne Marie, Trippie Red, Riisa Naka, FEWOCiOUS. Online, the event was livestreamed on tommy.com, partner platforms, the brand’s social media channels and the TOMMY PLAY experience on Roblox.
BLENDING IRL & URL WORLDS
Guests arrived at Tommy Factory and were immediately immersed in the phygitally created brand world. Mylar balloons, inspired by Warhol’s iconic Silver Clouds, were floating against the NYC skyline – and given a digital twist with an augmented video remix of an AR guest-generated balloon installation and immersive NYC environment from Roblox played on a loop across the screens. As the experience progressed, live art was made in the creative playground while metaverse activations engaged IRL audiences, such as the Tommy Factory NFT, courtesy of Rove, that guests could receive through their phone in under a minute.
As an industry first, the physical show was livestreamed for the community on Roblox as part of an exclusively produced runway event using cutting-edge Roblox technology. Audiences could watch the IRL show while simultaneously watching screens that broadcast the show in Roblox’s remixed New York, in real-time. At the same time, the metaverse catwalk featured Superplastic star talent avatars Janky, Guggimon and Dayzee, with a special appearance from Chinees metahuman NOAH – creating a truly phygital experience across all consumer touchpoints.
DEMOCRATIZING FASHION – ‘SEE NOW, BUY NOW’
An assortment of menswear, womenswear and gender-inclusive styles were available to purchase in real time the moment they hit the runway, through the brand’s signature ‘See Now, Buy Now’ concept, with exclusive digital products available on Roblox. The collections are now available across the brand’s global channels, in retail stores and at select wholesalers.
TOMMY FACTORY CONTINUES WITH THE FALL 2022 CAMPAIGN
Tommy Factory broadcasts the brand’s determined optimism and inclusive spirit globally with holistic marketing activations. Launching September 12th, the Fall 2022 campaign continues blending hi-tech and lo-fi to celebrate pop culture and creative expression. Shot by Craig McDean in the Bronx and styled by Katie Grand, the campaign includes supermodel Kate and model daughter Lila Moss; drummer and producer Travis Barker; Grammy®-winning artist, Golden Globe® and Emmy® nominated actor Anthony Ramos; multi-Grammy® Award-winning recording artist, songwriter and composer Jon Batiste; pop artist Mr. Brainwash; Wigstock drag legend Lady Bunny; and tattoo artist Steve Wiebe.