Designer Tommy Hilfiger is joined by Lewis Hamilton and models after his show.
American designer Tommy Hilfiger's collaboration with Formula One champion Lewis Hamilton and singer H.E.R. puts sustainability at the fore.
Hilfiger took over London's Tate Modern, the former riverside power station that is now a contemporary gallery, to present the street style-inspired collection of unisex designs plus his more formal Hilfiger clothes for men and women.
Speaking ahead of the show, Hamilton said he hoped other luxury brands would follow Hilfiger's lead and improve their sustainability profile.
"In the fashion industry, I think there's a lot of work that can be done with all these brands. I want us to kind of, create a ripple effect," says Hamilton.
Hilfiger's collaboration with Hamilton is in its fourth season. Hilfiger said teaming up with Grammy Award-winning U.S. R&B artist H.E.R. for the latest collection helped them push boundaries.
Among the creations were oversized items emblazoned with the words "unity" and "loyalty".
As for his Spring 2020 collection for men and women, Hilfiger described it as mixing a rock vibe with East Coast prep. Navy and white designs featured fragments of the U.S. flag, alongside oversize duffel bags and quirky jewellery.
The show was a "see now, buy now" event - a trend in the fashion industry that sees labels make outfits displayed in catwalk shows available to consumers to purchase immediately.
The Hilfiger brand, owned by fashion giant PVH Corp, is one of the best-known names in the U.S. apparel business, with over 1,600 retail outlets in the Americas, Europe and Asia.
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