Tommy Hilfiger
Source: Getty Images

Tommy Hilfiger Is Going “Phygital” at New York Fashion Week

Dan Clarendon - Author

Aug. 11 2022, Published 11:11 a.m. ET

The Tommy Hilfiger brand is shaking New York Fashion Week (NYFW) — and the English language, apparently — with the brand’s “phygital” experiences at the fashion event in New York City this fall.

As the designer, Hilfiger, who racked up a reported nine-figure net worth building his namesake brand, said in a press release that the Fall 2022 season “is all about the collision of my favorite archival inspirations with new live event concepts and virtual worlds.”

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As Tommy Hilfiger launches its Fall 2022 collection and returns to NYFW for the first time in three years, it plans to “[immerse] audiences in brand explorations that bridge IRL and metaverse connectivity in a continuation of the industry’s largest ‘See Now, Buy Now’ platform,” the company adds.

Tommy Hilfiger’s Fall 2022 NYFW show will live-stream on Roblox.

Scheduled for Sept. 11 at 7 p.m. ET, Tommy Hilfiger’s NYFW show will take place at the Skyline Drive-In in Brooklyn but will live-stream on the Roblox platform, with avatars modeling the clothing in a virtual New York City. As Vogue reports, all the clothing on display will be available to buy immediately, and Roblox users will be able to access digital exclusives.

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“My heart immediately went to New York’s iconic creative culture when I thought about where to launch our return to fashion week,” Hilfiger explains. “This is where fashion, art, music, and entertainment was all coming together when I first started out in the industry. And today, it is still this approach that inspires me to engage with the cutting-edge communities building new creative experiences.”

Hilfiger sold the company in 2010 but remains its principal designer.

Hilfiger started selling jeans with friends in high school and eventually opened a store called People’s Place. That business, however, went bankrupt when Hilfiger was in his mid-20s. “I wasn’t paying attention to the ‘business’ part of the business,” he told Forbes in 2013.

After learning from his People’s Place mistakes, Hilfiger started his self-named business in 1985, with an idea to make clothes that were “preppy with a twist.” And eventually, he found buyers.

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“By 1988, our sales were $25 million,” he said. “We reached $500 million in the mid-1990s. By the end of that decade, our sales were $1 billion. Our success, I think, was a mixture of luck, hard work, and following through with our plan.”

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Apax Partners acquired Tommy Hilfiger Corp. in 2006 for $1.6 billion, and then PVH Corp. acquired the company from Apax Partners in 2010 for $3 billion. Through those transitions, Hilfiger has stayed on as the brand’s principal designer. According to Celebrity Net Worth, he has a net worth of $450 million.

Tommy Hilfiger

Fashion designer, founder of the Tommy Hilfiger Corporation

Net worth: $450 million (reported)

Tommy Hilfiger is a fashion designer who founded the Tommy Hilfiger Corporation in 1985 and remains its principal designer.

Birthdate: March 24, 1951

Birthplace: Elmira, N.Y.

Spouses: Susie Cirona ​(m. 1980, div. 2000)​, Dee Ocleppo ​(m. 2008)

Children: Richard, Ally, Sebastian, Kathleen, Elizabeth


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