Later this month, Tommy Hilfiger (owned by PVH Corporation) will celebrate its 30th anniversary with the inauguration of its largest store so far in Beijing, accompanied by an exclusive fashion show. Brand founder Tommy Hilfiger himself will visit Beijing between the 24th and 26th May to host both events.

The new store stretches over 500 sqm and is located in Beijing´s noble shopping center ‘In88’. Contrasting the heritage inspired interior elements such as over-dyed patchwork rugs, vintage furniture and antiques, large windows will feature high-resolution digital screens that display the latest advertising campaign videos and imagery. Women´s sportswear, the Hilfiger Collection as well as accessories like footwear and bags will be presented on the first floor. The second floor will host the Tommy Hilfiger Tailored and men´s sportswear collections.

Daniel Grieder, CEO, Tommy Hilfiger: “Since we entered the Chinese market, it has been an important region for the expansion of our global business. Today, with our solid foundation of over 100 stores across the country, we are able to embark on a number of exciting strategies focused on unlocking the growth potential, sharing our all-American heritage, and expanding our brand presence and business.”
One of the runway looks at the Tommy Hilfiger fashion show
One of the runway looks at the Tommy Hilfiger fashion show

The accompanying runway show for fall 2015 marks the first time the brand exports its show to international grounds. Inspired by an American football stadium setting, the show will be a recreation of the brand´s fashion show at New York Fashion Week in February.

“I´m excited to bring the spirit of an authentic American football game to China and share the unique experience as part of our 30th anniversary celebrations. It´s the perfect platform to share our signature style and brand values across men´s and women´s fashion with a new audience in China, and a great way to celebrate the opening of our largest store in the country”, commented Tommy Hilfiger.

Moreover, a digital campaign accompanies Mr. Hilfiger on his trip to China: via Hilfiger´s social media channels, including Weibo and Wechat, friends and followers of the brand are invited to join the journey by using #TommyChina.