Sunday night marked the finale of Milan Fashion Week fall 2018, and, ironically, it was an American designer that closed out the week—Tommy Hilfiger, who for the second season in a row, brought his show away from his home turf (last year was in London and the year prior took place in L.A.).
Mr. Hilfiger promised what would be “the most immerse experience yet”: a cross between fashion and motorsport. And boy was it immersive! Held in a space further away than most other shows during the week, attendees were pushed passed a brightly lit step and repeat, before being escorted into a huge, chilly space that could, at a different time, store shipping equipment.
But on this night, it had a racetrack-like runway with an LED screen at the entrance and various booths in the center of the room, including a shopping destination (yes, you could buy the clothes right there), a car simulator (Instagram influencer heaven), and five race cars, such as the new 2018 Mercedes model (which sounds super exciting, even though I’m not quite sure what that is).
