Tommy Hilfiger returns to New York City with TOMMYNOW “See Now, Buy Now” Runaway event and debut of the fall 2019 TOMMYXZENDAYA collaboration

AMSTERDAM, THE NETHERLANDS (SEPTEMBER 2019) – Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces the Fall 2019 TOMMYNOW “See Now, Buy Now” experiential runway event featuring the TommyXZendaya collection, co-designed by Tommy Hilfiger with global TOMMY HILFIGER brand ambassador, Zendaya. The show continues the celebration of inclusion, diversity and empowerment that the American designer and actress brought to the TOMMYNOW runway in Paris for Spring 2019. Following shows in Europe and Asia, TOMMYNOW is returning to New York City for the first time since the platform first premiered there in Fall 2016. The Fall 2019 experiential runway event will take place on Sunday, September 8th at 8:30 p.m. EST at the Apollo Theater.

The legendary Apollo Theater in Harlem has hosted some of the world’s most iconic entertainers including Aretha Franklin, Ella Fitzgerald, Patti LaBelle, and The Supremes. The event will be infused with a cinematic ‘70s Harlem twist, bringing Zendaya’s confident sense of style and optimistic spirit to audiences onsite and virtually around the world.

“It feels full circle to bring our TOMMYNOW “See Now, Buy Now” runway event back to New York City after a worldwide tour,” said Tommy Hilfiger. “We are proud to put on a show that is always different to what our industry has seen before and the important dialogue it supports. I was immediately excited by Zendaya’s suggestion to bring TOMMYNOW to Harlem as we continue to celebrate the diversity and inclusivity at the heart of our collaboration and brand DNA.”
Following the success of the first six TOMMYNOW shows, TOMMYNOW Starring TommyXZendaya builds on Tommy Hilfiger’s signature “See Now, Buy Now” format. Premiering at the show is the Fall 2019 TommyXZendaya collaborative collection, which redefines power dressing. The collection’s tailored pieces celebrate Zendaya’s bold and empowering style infused with Tommy Hilfiger’s modern twist. Consumers can shop styles the moment they hit the runway across an ecosystem of channels in more than 70 countries, including, TOMMY HILFIGER stores, select wholesale partners, and social media.
TOMMYNOW continues to act as an incubator for innovation to bring inspiring and unique activations to audiences on-site and globally. This season, Tommy Hilfiger is introducing an online virtual reality (V.R.) commerce experience that eliminates the need for a headset. Building on the trend of elevating the shopping experience though V.R. technology, it is the first time in the industry that such a web-based V.R. experience is introduced at such scale. The V.R. functionality is available via desktop and mobile, and provides audiences worldwide with unparalleled access to the TOMMYNOW show at the Apollo. Users can visit a virtual pop-up merchandise shop, browse product on backstage dressing racks and shop styles worn by models. Shoppable tags on each product displayed link to product lay-down and a global redirect to shop the item in its own e-commerce environment. On the day of the show, 360-camera views placed at the location of the V.R. views at the Apollo Theater will broadcast live feeds into the experience. This will provide a real-time window into the TOMMYNOW world throughout the evening from angles including the red carpet, backstage, and front row. The V.R. experience will launch on September 8th at 8:30 pm EST/September 9th at 2:30 a.m. CEST.
As part of Tommy Hilfiger’s commitment to create exciting retail experiences to further reach and engage with the next generation of consumers, a dedicated TommyXZendaya experience bus will be located outside of the Apollo Theater on the day of the show. The Fall 2019 collaborative collection will be exclusively available for purchase ahead of its global debut that same evening, while engaging activations will bring guests into the world of TommyXZendaya. The following week, the bus will journey to a New York City hotspot for consumers to browse and shop runway styles. The bus design celebrates the seasonal collection inspiration, with the interior and exterior featuring warm burgundy tones, the “TZH” monogram logo and snake-skin inspired print.
Tommy Hilfiger has a long history of supporting philanthropic endeavors that foster healthy communities and empower young people to succeed. This season, Tommy Hilfiger is an official corporate sponsor of the Apollo, as well as Harlem-based performance training center, Vy Higginsen’s Mama Foundation for the Arts. All sales proceeds of festival-inspired TommyXApolloXZendaya T-shirts, designed exclusively for this event and sold at the TOMMYNOW show, will be donated to the Apollo. The same style will be for sale on the TommyXZendaya experience bus, with all proceeds going to the Mama Foundation. Music talent from the Mama Foundation will perform at the runway event. Nichelle Gainer, cultural historian and author of Vintage Black Glamour, will curate content for the immersive tunnel inside the Apollo that will immerse TOMMYNOW guests through Harlem’s iconic music eras.

#TOMMYNOW coverage will be accessible through the brand’s Instagram, Twitter and Facebook 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.