Tommy Hilfiger launched a “behind the drive” experience as part of the digital content driving its spring 2018 TOMMYNOW DRIVE show; in doing so adding a layer of immersive storytelling to the motorsport-themed proceedings.
Guests at the Milan Fashion Week show could scan QR codes that allowed them access to exclusive video and photo content, such as the evolution of the capsule collection and the process of developing an actual Formula 1 Mercedes-AMG Petronas Motorsport racing car.
The motorsport theme was a tribute to Tommy’s long time love of racing, and a partnership with Formula 1 World Champions Mercedes-AMG Petronas Motorsport. It was also the theme of the brand’s latest TommyxGigi capsule collection with supermodel Gigi Hadid – a celebration of speed, from Tommy’s love of racing to Gigi’s fast-paced lifestyle.
The occasion marked the brand’s fourth in-season runway show, building upon its now signature see-now, buy-now format. All runway looks were available to buy immediately on shoppable channels across 70 countries.
There were also various other connected content experiences. As with previous seasons, the TOMMYNOW SNAP app was employed, using 2D and 3D image recognition technology so users could take a photo of any item (in store, online, on the runway or on the street) and shop it instantly at Tommy.com. For spring 2018, the TOMMYNOW SNAP app was also able to recognize any men’s or women’s style and present behind-the-scenes footage of the item’s deign process.
The 2,000 plus guests were otherwise immersed into TOMMYNOW DRIVE in real-life as well; entering through a futuristic tunnel and portrait station, while being surrounded by real racing sound effects and LED light installations. Guests could also experience an F1 race simulator and an F1 pit stop challenge.
The brand also continued to offer its AI-powered chatbots, TMY.BOY and TMY.GRL, on Facebook messenger, providing celebrity styling advice through video content of influencers sharing their favorite collection looks.