Tommy Hilfiger is pleased to announce Tommy Factory, a Fall 2022 experiential creative playground inspired by Andy Warhol’s famed New York studio. Tommy Factory will come to life through the Fall 2022 campaign featuring cross-generational Futuremakers captured through a red, white and blue lens. With Tommy Hilfiger set to return to New York Fashion Week on September 11, 2022, the industry’s largest “See Now, Buy Now” platform will further build on the city’s pop culture history and iconic Warhol Factory as a deconstructed artistic space that celebrates creativity and self-expression.
Once the epicenter of New York’s creative scene, Warhol’s Factory was a collision of people and subcultures, lo-fi and hi-tech, style and creativity. The cultural revolution that it inspired in the 60s continued to influence pop culture through the 70s and 80s – a time when Mr. Tommy Hilfiger visited the Factory and met with Warhol himself.
“Tommy Factory isn’t a physical space, it’s a state of mind,” said Tommy Hilfiger. “Andy’s fascination with pop culture always captured the heart and spirit of the American society. His ability to connect with what was most relevant has never ceased to inspire me in everything I do. New York City is where Andy brought fashion, art, music and entertainment together when I was first starting out in the industry. The Factory was the place to be. And today, it is still his approach that drives me to engage with the cutting-edge communities building new creative experiences.”
“The creative energy of New York City is an unstoppable force that continues to bring together an inspiring diversity of talent, just as it did at Andy Warhol’s Factory,” said Michael Dayton Hermann of The Andy Warhol Foundation. “We are honored that Tommy Hilfiger’s campaign pays unique homage to Andy Warhol and will generously support the philanthropic activity of The Warhol Foundation.”
Shot by Craig McDean in the Bronx and styled by Katie Grand, the Fall 2022 campaign will break early September. It will spark a clash of cultures, past and future, classic and modern to ignite the unique energy of Tommy Factory, fronting supermodel Kate Moss and her daughter and model, Lila Moss for the first time together in a campaign, in addition to legendary drummer and producer, Travis Barker; Grammy®-winning artist, Golden Globe® and Emmy® nominated actor, Anthony Ramos; multi-Grammy® Award-winning recording artist, songwriter and composer, Jon Batiste; street pop artist, Mr Brainwash; as well Wigstock drag legend, Lady Bunny, and tattoo artist, Steve Wiebe.
Tommy Factory will further awaken at the brand’s New York Fashion Week homecoming in September, in a celebration of creativity and self-expression. The experiential event will amplify the power of the individual through installations inspired by Warhol’s 15-minutes of fame spirit, reimagined for today, uniting guests and models alike within the phygital space.
The Tommy Factory experience will take place at 7 p.m. EST on September 11th at Skyline Drive-In in Brooklyn, with a synchronized Metaverse activation. In an industry-first, the “See Now, Buy Now” catwalk will be live-streamed into the Tommy Play experience on Roblox, in addition to tommy.com. Join the conversation on social media using #TommyHilfiger and @TommyHilfiger.