It’s 2019 and the fashion world is constantly changing and upgrading thanks to new technologies and innovative concepts.
Zendaya and Tommy Hilfiger are teaming up once again for a fall ’19 collection, but they’re taking it to the next level by hosting an experiential runway show during New York Fashion Week.
The TommyNow show will be broadcast live from the Apollo Theater in Harlem on Sept. 8, starting at 8:30 p.m. ET. The looks from the see-now-buy-now style of presentation will be available in more than 70 countries immediately for purchase at Tommy.com and in stores.
To do so, the brand is using web-based virtual reality technology that eliminates the need for buying VR goggles. The VR will be available at Tommy.com on both desktop and mobile versions, giving fans live views of the red carpet as well as the show and all the new styles. The collection will be available for purchase before the show starts using the virtual shop.
According to WWD, this event is the first time that this sort of web-based VR experience will be used on such a large scale.
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There will also be a Tommy Hilfiger x Zendaya bus at the event that will be selling products; throughout the week following the show, the bus will be parking at surprise locations for fans to experience the event. All proceeds from the special bus will go to the Mama Foundation, an organization that aims to help rebuild Harlem as an artistic and cultural centerpiece of the world.
The duo also created a special Tommy x Apollo x Zendaya T-shirt; all proceeds from sales of the shirt will be donated back to the Apollo.
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