Tommy Hilfiger revved up Milan Fashion Week on Sunday night with the latest adrenaline-fueled edition of his "TommyNow" show.
The US designer brought his eponymous label to the runways of Milan for "TommyNow Drive," an interactive fashion show inspired by the world of Formula One.
The Spring 2018 presentation marked the brand's fourth "see now buy now" extravaganza, and celebrated its new multi-year strategic partnership with Mercedes-AMG Petronas Motorsport -- a move that will see the company become the team's official apparel partner from the 2018 season. Onsite attractions included a "Bose Virtual Race Garage," an "F1 Race Simulator" and an "F1 Pitstop Challenge."
"Two years ago, our first TommyNow experiential event challenged all the traditional runway rules" said Hilfiger in a statement. "It has been incredible to see our platform successfully evolve throughout the seasons with first of their kind digital innovations." He added: "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."
Source : Yahoo
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