Tommy Hilfiger Brings Lewis Hamilton and H.E.R Collab To London

On Sunday evening, Tommy Hilfiger brought his TOMMYNOW initiative to London, staged in the Tanks at Tate Modern. At the show, Hilfiger presented the brand's fourth collaboration with racing driver Lewis Hamilton, in London, after previous showings in Shanghai, Milan and Berlin. This fourth TommyxLewis outing invited Grammy-winning musician H.E.R into the fold for a three-way partnership on a capsule inside a capsule. The extravaganza brought urban culture, nineties nostalgia and Americana under one roof, with Hilfiger's main collection closing the hefty 80-look show.

British supermodel Naomi Campbell made a strong opening statement for the sportswear-heavy collection, which was dedicated to the idea of loyalty, the word being whacked across oversized sweatshirts and taupe denim pieces. Made from organic cotton and styled with vegan shoes throughout, head-to-toe dusty pink looks saw H.E.R. a.k.a. Gabriella Wilson's gothic logo become more prominent. These rosy outfits were followed by darker looks featuring the red, blue and white Hilfiger logo customers know and love so well, cut through by acid neons which threaded throughout the capsule.

Old-school Americana reigned supreme for Hilfiger's designs which were to follow. The collection featured knits emblazoned with the American flag, and silk scarves fashioned into tops and dresses, while an array of nautical stripes and blazers felt fit for a Real Housewives' weekend getaway to the Hamptons. The model casting looked back to Tommy Hilfiger's nineties heyday, with a model cast including old-school model faces like Erin O'Connor, Karen Elson and Jodie Kidd.

A continuation of the see-now-buy-now initiative spearheaded by Tommy Hilfiger in 2017, customers are able to shop both Hamilton and H.E.R's designs alongside the main collection through a virtual reality world on the brand's website. Selling like hot cakes before the show began, TOMMYNOW is here to stay.