This season, Tommy Hilfiger introduces ‘First-Timers’ – a new program bringing together an eclectic group of digital influencers from industries and areas of expertise beyond fashion to share the runway show experience through a new, revealing lens. Dubai (August 27, 2014) – The Tommy Hilfiger Group, which is wholly owned by PVH Corp. [NYSE: PVH], is pleased to announce that Tommy Hilfiger will show his Spring 2015 women’s runway collection at the Park Avenue Armory during New York Fashion Week on Monday, September 8 at 11:00am, marking his first September show at the location. After presenting his Great American Outdoors-inspired Fall 2014 collection in a dramatic, mountain imbued space at the expansive location, Tommy Hilfiger is bringing his September fashion show to the Park Avenue Armory for the first time. The designer previously also showed his Fall 2013 and Fall 2012 shows in the Armory’s historic Drill Hall. “I am excited to be returning to the Park Avenue Armory,” said Tommy Hilfiger. “The Armory is an incredible space that allows for a dramatic and immersive guest experience, something that has become our signature during New York Fashion Week. Since founding my brand, I have been inspired by a wide range of influences outside fashion – music, art, architecture, and entertainment. This season I am pleased to welcome a fresh point of view to the show experience and show the world of fashion through a new lens by introducing the ‘First-Timers’ digital program.” Building on its philosophy of using social media and the digital space to democratize the fashion show experience, this season Tommy Hilfiger is introducing “First-Timers.” The new digital program brings together a diverse group of digital influencers from different fields and areas of expertise outside the fashion industry to document the unique experience of viewing a fashion show for the first time. Bringing a fresh perspective and diverse points of view to their coverage, the “First-Timers” will each focus on a different element of the show experience that combines their area of expertise with the world of fashion. The influencers will explore and record their visual experience of the Tommy Hilfiger runway show, allowing followers to view the fashion industry from a revealing new perspective. The influencers’ bespoke footage will be shared via their blogs and social channels, amplified over the brand’s social channels, and aggregated through “The Conversation” – a live social media feed running on tommy.com and featured in real-time on LED screens backstage at the runway show. This recreation of the show through the perspectives of digital influencers who are new to the fashion space supports Tommy Hilfiger’s commitment to opening up the runway show experience, making the event more democratic and giving a wider global audience unprecedented in-the-moment access. “We strive to develop digital programs that engage new audiences and embrace innovative social media pioneers,” said Avery Baker, Chief Marketing Officer of the Tommy Hilfiger Group. “Building on the spirit of democratization ingrained in Tommy Hilfiger’s DNA, the ‘First-Timers’ program opens the runway to a well-established network of digital influencers, and invites them to share their unique artistic perspectives and compelling original imagery from the show.” Further details on the Tommy Hilfiger brand’s full digital fashion week program will be announced in late August 2014.
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