Tommy Hilfiger TOMMYNOW DRIVE with Gigi Hadid



Tommy Hilfiger takes its signature “See Now, Buy Now” platform to Milan with Gigi Hadid; and men’s and women’s runway looks available across an ecosystem of immediately shoppable channels in over 70 countries.

 The fully reinvented Spring 2018 experiential event fuses fashion with immersive motor racing activations, celebrating Tommy Hilfiger’s partnership with World Champions Mercedes-AMG Petronas Motorsport.

AMSTERDAM, THE NETHERLANDS (February 23, 2018) – Tommy Hilfiger, which is owned by PVH Corp. , announces TOMMYNOW “DRIVE”, a high-energy experiential event built around fashion, innovation and the adrenaline-fueled world of Formula One. Inspired by Tommy Hilfiger’s love of motorsports, the show combines speed and immediacy with a touch of vintage nostalgia. Spring 2018 TOMMYNOW, the brand’s fourth in-season runway event, will take place during Milan Fashion Week on Sunday, February 25, 2018 at 8 p.m. CET at Milano Congressi.

“Two years ago, our first TOMMYNOW experiential event challenged all the traditional runway rules. It has been incredible to see our platform successfully evolve throughout the seasons with first of their kind digital innovations,” said Tommy Hilfiger. “I am proud that we are finding new ways to continuously push boundaries to further democratize fashion and put the consumer at the heart of our business. The Spring 2018 show marks a new chapter for TOMMYNOW as our most powerful platform to launch our new collections, bringing the world of Formula One to life and celebrating our new partnership with Mercedes-AMG Petronas Motorsport.”

Tommy Hilfiger recently announced a multi-year strategic partnership with four-time Formula One World Champions Mercedes-AMG Petronas Motorsport, becoming the team’s Official Apparel Partner starting in the 2018 season. The global designer lifestyle brand team has worked closely with the world’s top racing team and leading automobile innovator to bring new, unique digital elements to TOMMYNOW. In celebration of this collaboration, TOMMYNOW “DRIVE” will immerse over 2,000 guests, including consumers, press, VIPs, buyers, and industry influencers, into the world of motor racing with exciting activations, including the Bose Virtual Race Garage featuring QuietComfort 35 II Noise-Canceling Wireless Headphones, courtesy of Bose, and the F1 Race Simulator and F1 Pitstop Challenge, both courtesy of Mercedes-AMG Petronas Motorsport.

Following the success of the first three TOMMYNOW shows, the Spring 2018 event builds on Tommy Hilfiger’s signature “See Now, Buy Now” format. The runway will combine HILFIGER COLLECTION men’s and women’s for the second time, in addition to showcasing the fourth TommyXGigi capsule collection, designed by Tommy Hilfiger in collaboration with Gigi Hadid, international supermodel and global TOMMY HILFIGER womenswear ambassador. All runway looks will be available across a full range of immediately shoppable channels in more than 70 countries, including select retail partners and Tommy Hilfiger’s own retail stores,, social media outlets, and shoppable livestream and chatbots.

TOMMYNOW continues to act as an innovation incubator, where new technology is tested, evolved and integrated into the Tommy Hilfiger business. This season, the TOMMYNOW “Behind the Drive” experience, produced with parallax effects, adds an additional immersive digital storytelling layer onsite. By scanning QR codes placed across the transformed Milano Congressi, guests are brought into the world of TOMMYNOW. Exclusive content includes the evolution of the Spring 2018 TommyXGigi collaborative capsule and the process of developing a Formula One Mercedes-AMG Petronas Motorsport racing car. Post-show, this unique brand experience will be accessible to consumers around the globe through the image recognition commerce app TOMMYNOW SNAP and in select stores.

In Fall 2016, TOMMY HILFIGER became the first brand to launch an A.I. conversational-commerce TMY.GRL chatbot for Facebook Messenger. For Spring 2017, TMY.GRL evolved into a one-of-a-kind A.I.-powered personal stylist experience, making the consumer journey even more personalized. TMY.BOY launched in Fall 2017, creating look recommendations for HILFIGER COLLECTION Men’s based on consumer preference and event occasion. This season the chatbot will provide celebrity styling advice through video content of influencers at TOMMYNOW “DRIVE” sharing their favorite TOMMY HILFIGER Spring 2018 collection looks.

#TOMMYNOW coverage will be accessible through the brand’s social media channels and online at

Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.


About SARKK S.A.

SARKK S.A., founded in 1998, is the exclusive distributor of Tommy Hilfiger in Greece, Cyprus, Romania, Bulgaria, Albania and FYROM. The Tommy Hilfiger products are offered through TOMMY HILFIGER stores, Shop-in-Shops, Outlets and an extensive network of selected stores.

SARKK S.A., always aiming for healthy and stable growth and driven by corporate social responsibility values, is one of the healthiest corporations in the industry and is expanding by captivating even the most demanding consumers.

The Tommy Hilfiger collections consist of a complete lifestyle brand portfolio that includes tailored and sportswear for men, sportswear for women and kids, footwear, sportswear (golf, swim and sailing), underwear (underwear and pyjamas), bags, accessories, eyewear, fragrances, watches, home products and linens.

The Tommy Jeans collection consists of jeanswear and footwear products for men and women. The collection is completed by a major range of bags and accessories.