Choos­ing Paris

WWD Digital Daily - - Fashion Scoops -

Tommy Hil­figer con­firmed he is headed to Paris Fash­ion Week to stage his next mega show, con­firm­ing a re­port last month.

The de­signer will show his spring 2019 Tommy x

Zen­daya col­lec­tion, de­signed in col­lab­o­ra­tion with global brand am­bas­sador Zen­daya, on March 2. The com­pany de­clined to re­veal the lo­ca­tion.

The Paris show fol­lows the com­pany's high-pro­file events in Shang­hai for fall 2018, Mi­lan for spring 2018, Lon­don for fall 2017, Los An­ge­les for spring 2017, and New York, for fall 2016. Hil­figer pre­vi­ously col­lab­o­rated with Gigi Ha­did for the shows in Mi­lan, Lon­don, Los An­ge­les and New York, gar­ner­ing bil­lions of so­cial me­dia im­pres­sions, in­creased traf­fic to the brand's web site and dou­ble-digit sales growth.

“Tom­myNow has be­come an in­te­gral part of our brand story, cel­e­brat­ing our op­ti­mistic and in­clu­sive en­ergy will au­di­ences glob­ally,” Hil­figer said. “For spring 2019, we can think of no bet­ter place to premiere the first Tom­myXZen­daya col­lab­o­ra­tive col­lec­tion than Paris. Our in­no­va­tive ‘see-now-buy-now' ex­pe­ri­en­tial show will blend our Amer­i­cana her­itage, Zen­daya's con­fi­dence and op­ti­mism, and the city's iconic el­e­ments for a truly un­for­get­table run­way event.”

All run­way looks will be avail­able via im­me­di­ately shop­pable chan­nels in more than 70 coun­tries, in­clud­ing Tommy Hil­figer stores and, se­lect whole­sale part­ners, and so­cial me­dia.

Mean­while, word has it that Hil­figer has al­ready de­cided to re­turn to his home­town in Septem­ber and is con­sid­er­ing the Apollo The­ater in Har­lem.

Zen­daya, who was tapped to be Hil­figer's global am­bas­sador in Oc­to­ber, re­cently starred in “Spi­der-Man: Home­com­ing” and “The Great­est Show­man.”

She will be fea­tured in a brand cam­paign be­gin­ning in spring 2019.

Hil­figer con­tin­ues to ex­pe­ri­ence ro­bust re­sults. For the third quar­ter, Hil­figer's earn­ings rose 16 per­cent, while rev­enues grew 11 per­cent. In­ter­na­tional rev­enues in­creased 16 per­cent in the quar­ter and comps were up 23 per­cent. — LISA LOCK­WOOD

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