From the Circus to the Speedway, Tommy Hilfiger Ramps up for SS18

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The first Italian Grand Prix motor racing championship took place in 1921 in Italy, and ever since then the country has been completely obsessed with motor racing. That is the singular reason Tommy Hilfiger moved his in-season show across the sea for the first time ever to introduce his #TommyDrive concept. After taking guests on a whirlwind location tour, from New York City’s Seaport to London’s Roundhouse, he set his sights on Milan Fashion Week in order to establish a relationship between his motocross-themed collection and the country that so loves the sport, but he also introduced it to a broader international market. Paired with Gigi Hadid’s star power, this racy collection had the kind of energy and pizzazz that makes the cash registers ring.

Sadly, it is Hadid’s last round with Tommy Hilfiger as the Tommy x Gigi collaboration takes its final turn on the runway. After four seasons, the partnership has proven immensely fruitful, but all good things must eventually come to an end. Hilfiger is set to announce a new collaborator soon, but he sent off Hadid in style – the two were all smiles and gushing exhortations backstage after the show.

Photo: Courtesy of Imaxtree

The set, made to look like a race track, even sported some Formula 1 cars nearby for the curious and compelled. Yet, even with a spiffy new foreign location and an undeniably cool theme, there wasn’t much different about the clothes. Sure, they featured motorsports elements like racing stripes, checkers, F1 logos, shrunken moto jackets, and plastic visors, but it was all very straightforwardly Tommy Hilfiger.

It was all cool, sporty, and young – exactly in keeping with the revamped Tommy Hilfiger ethos.

Collegiate elements were ever-present, found this time with silky varsity jackets and slouchy hoodies with zip-out sections — so were preppy motifs like polos and windbreakers. The iconic Tommy Hilfiger flag featured prominently, as it always does. The latter half of the show introduced some different ideas, like a multi-colored “family crest” print which vividly decorated biking shorts, tees, and ponchos, as well as a logo medley that was screenprinted gently onto completely sheer dresses. It was all cool, sporty, and young – exactly in keeping with the revamped Tommy Hilfiger ethos – would you expect anything less?

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