TOMMY HILFIGER FASHION WEEK CAMPAIGN
Role: Digital Art Director
Tommy Hilfiger brought an innovative twist to their fashion show: the "See Now, Buy Now" runway, known as TommyNow.
This daring idea allowed viewers to digitally shop for clothing shown on the catwalk directly from the comfort of their homes. At a time when runway collections took half a year to hit stores, Tommy Hilfiger gained international acclaim for their pioneering concept.
That’s how the concept took the name of “TommyNow”.
TOMMYNOW SHOWREELS
The several seasons of runway shows were influenced by the TommyNow "See Now, Buy Now" concept. In each case, I worked to bring them to life.
It all started from 2016. The goal was to generate a massive buzz on social media, to boost sales on the eCom site during Fashion Week.
The biggest challenge was that a huge amount of digital assets needed to be produced and to go live during the day of the show. With crazy intense time pressure, It demanded seamless collaboration skills, emergency response, and decisive decision-making capabilities.
During this integrated campaign, known as “TommyNow”, my main responsibility was collaborating with various stakeholders, overseeing other creative talents and 3rd party agency’s work to ensure consistency across all digital assets, and create an entire digital experience that would ensure the consumer journey was engaging at each stage of the runway show - from teaser phase through to launch.
Social Media
+2M impressions,
200k new followers
during fashion week.
eCom Site
300% sale increase,
7 runway looks sold out
during the livestream moment.
THE RESULTS
#TogetherTour
As part of Social media activation, Gigi Hadid took the Tommy X Gigi collection around the world on her #TogetherTour after the fashion week. She joined forces with local influencers to bring the “TommyNow” show experience to new audiences around the world; establishing loyalty and meaningful relationships with a new generation of brand-savvy women.