Tommy Factory Fall 2022 campaign

The show was opened by Jalin Johnson and featured a diverse cast of models including Lila Moss, Winnie Harlow, Alton Mason, Amelia Gray, Duckie Thot, Hari Nef, Julia Fox, Paloma Elsesser, Parker van Noord, Precious Lee on the physical runway – as and Bob Colacello, Warhol’s right-hand man and editor Interview magazine and American actress and model Donna Jordan, known as Warhol’s Superstar. Avatar stars from Superplastic Janky, Guggimon and Dayzee hit the virtual runway TOMMY PLAY wearing Tommy Hilfiger x Richard Quinn and made a special appearance at the event IRL through digital innovation.

GUESTS FIRST ROW

The IRL show featured Kourtney Kardashian, Kris Jenner, Corey Gamble, Richard Quinn, Shawn Mendes, Jon Batiste, Kate Moss, Halima Aden, John Legend, Rickey Thompson, Jaylen Brown, Anthony Ramos and Paulo André. Special guest appearance by original Factory member Jane Forth, who rose to fame as Warhol’s teenage superstar. Guests included Lady Bunny, Luka Sabbat, Wisdom Kaye, Miss Fame, Law Roach, Martine Rose, Noah Beck, 24k Goldn, Yungblud, Jesse Jo Stark, Latto, Anne Marie, Trippie Red, Riisa Naka, FEWOCiOUS. Online, the event was broadcast live on tommy.com, partner platforms, the brand’s social media channels and the TOMMY PLAY Roblox experience.

BLENDING IRL & URL WORLDS

Visitors arrived at Tommy Factory and immediately immersed themselves in the world of the phygitally created brand. Mylar balloons, inspired by Warhol’s iconic Silver Clouds, floated over the New York skyline – and given a digital twist with an augmented video remix of an AR guest-created balloon installation and the immersive New York environment from Roblox playing looped across screens. As the experience progressed, live art was created in the creative playground, while metaverse activations engaged the IRL audience, such as Tommy Factory NFT, courtesy of Rove, that visitors could receive via their phone in less than a minute.

In an industry first, the physical show was streamed live for the community on Roblox as part of an exclusive runway event production using cutting-edge Roblox technology. Audiences could watch the show IRL while simultaneously watching screens broadcasting the show in Roblox’s new New York mix, in real time. At the same time, the metaverse catwalk showcased avatar talents of Superplastic, Janky, Guggimon and Dayzee, with a special appearance by the Chinese metahuman NOAH – creating a truly mysterious experience across all consumer touchpoints.

DEMOCRATIC FASHION – “SEE NOW, BUY NOW”

A variety of menswear, womenswear and gender-inclusive styles were available for purchase in real-time the moment they hit the runway, through the brand’s signature ‘See Now, Buy Now’, with exclusive digital products available on Roblox. The collections are now available in the brand’s global channels, retail stores and selected wholesalers.

Leave a Comment