tommynow
Photo: Getty

Following the latest trend of skipping New York Fashion Week, Tommy Hilfiger neither plugs a charity project nor decamp to Paris. Among all the places in the world, the designer set his eyes on Shanghai to exhibit the Fall/Winter 2018 collection as part of the #TOMMYNOW project on 4 September 2018.

Related article: Tommy Hilfiger Threw A Rock Circus For Their Fall 2017 Show In London

“#TOMMYNOW continues to disrupt the runway rules driven by our passion to introduce innovative ways to immerse as many consumers as possible into this event globally,” said Tommy Hilfiger.

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#TOMMYNOW at NYFW in September 2016. Photo: Getty

He continues, “For Fall 2018, our experiential event will evolve to become an even greater storytelling experience that celebrates our powerful Fall 2018 collections and ambassador partnerships. After successful stops in North America and Europe, I look forward to unveiling our next season on a new continent.”

Related article: Gigi Hadid And Tommy Hilfiger Unveil A New Racing-Inspired Collection

In case you missed it, launching the experimental project in Asia is part of Hilfiger’s campaign to break into the Asian market. Given that most of us had to wait for months to get the new collection or fly out to the U.S. to find Hilfiger’s designs at more affordable prices, #TOMMYNOW uses a time-saving  “see now, buy now” marketing technique to buy the latest collection in real time.

Although some runway pieces are unavailable to the public or modified for retail, you can get your hands on the entire collection at Hilfiger’s brick and mortar store, tommy.com, multi-retail boutiques and/or Instagram.

Fresh off his collaboration with Gigi Hadid, Hilfiger links up with Lewis Hamilton, the Formula One race car driver and ambassador for the designer’s menswear line. Dubbed Tommy x Lewis, the exclusive collection is part of Hilfiger’s TOMMY ICONS collection, which commemorates contemporary icons from models, artists, actors and musicians.

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Lewis Hamilton at a Tommy Hilfiger event. Photo: Getty

Related article: Watch The Tommy Hilfiger Spring 2018 Show Live From Milan

While it’s not the first time celebrities dabbled in fashion, we still can’t get any more excited for Hilfiger to launch his upcoming star studded collaboration this fall.