Tommy Hilfiger taking his “see now, buy now” show to Milan

Tommy Hilfiger is going on the road again, but this time he’s turning in his big-budget London set for a different scene farther southwest. On Tuesday, the American designer has announced his plans to bring his “see now, buy now” Spring 2018 runway show to Milan on February 25, at the end of Milan Fashion Week. Just like past seasons, the “TommyNow” show will include both women’s and men’s looks, as well as introducing his fourth Tommy x GIgi collaboration with stunning model Gigi Hadid.

“My vision for TommyNow was to create a global platform that we could take on tour to bring our show experience to new audiences around the world,” said Hilfiger in a statement. “It’s about the fusion of fashion, entertainment and pop culture with experiences, performances and inspiring interactions that are designed around our consumers. As one of the fashion capitals of the world, Milan is the perfect place to celebrate our next TommyNow show.”

Although the Spring 2018 venue has not been named yet, the brand will more than likely secure a space at no expense, and continuing to uphold their theme that’s as over the top as their previous seasons such as, “Tommy Pier” in New York, “Tommyland” in Los Angeles and “Rock Circus” in London. The London show took place at the Roundhouse, a famous concert venue that’s hosted many famous acts like Rolling Stones, The Beatles and Jimi Hendrix.

Just like the brands “see now, buy now” title states, all the men’s and women’s runway items will be instantly available in more than 70 countries across the label’s website, select wholesale partners, social media and a shoppable livestream, as well as their image recognition comer app called “TommyNow Snap”. The app includes augmented reality features to shop the runway, and has Facebook messenger bots called TMY.GRL and TMY.BOY.

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