“I love LA. The city is an iconic U.S. destination and the new West Coast flagship celebrates the brand’s long history of involvement and collaboration in art and entertainment,” said Tommy Hilfiger.
“Robertson Boulevard is the perfect home for all our collections. LA’s unique style embraces the relaxed vibe, youthful spirit and irreverent attitude at the foundation of our brand philosophy.”
To celebrate both the brand in LA and the P.S. ARTS collaboration, Tommy Hilfiger hosted a two-tiered event on February 13th. A mix of fashion influencers and LA notables joined Tommy for cocktails at the expansive new Robertson Boulevard flagship, where they enjoyed Drew Barrymore’s eponymously named Pinot Grigio.
Following the store event guests were given signature Tommy Hilfiger leather wristbands to attend an exclusive after party at an undisclosed location in West Hollywood. As guests entered the private club they were ushered into a digital installation of Tommy Hilfiger’s Fall 2013 Men’s and Women’s fashion shows – presented on the runway during New York Fashion Week just days before.
Tommy Hilfiger introduced a special appearance by friend, mother, philanthropist and performer Alicia Keys. The evening included a surprise performance by Guns N’ Roses with vocalist Axl Rose, one of Tommy’s favorite artists and friends.
The event was the culmination of a dedicated LA marketing takeover that included a unique advertising campaign featuring a play on the iconic “Hollywood” sign and The Hilfigers from the Spring 2013 collections. The Hilfigers flew into LA to celebrate the West Coast flagship opening, wearing looks from the new campaign on the red carpet.
In honor of the new flagship opening, The Tommy Hilfiger Corporate Foundation is proud to also announce its partnership with P.S. ARTS and commitment to endow and develop a multi-year arts education curriculum in two schools in the Los Angeles school district, Walgrove Elementary School and Grand View Elementary.
About The Tommy Hilfiger Group
With a premium lifestyle brand portfolio that includes Tommy Hilfiger, Hilfiger Denim and Tommy Girl, the Tommy Hilfiger Group is one of the world’s most recognized designer apparel groups. Its focus is designing and marketing high-quality menswear, womenswear, children’s apparel and denim collections.
The Hilfiger Denim product line consists of jeanswear and footwear for men, women and children; bags; accessories; eyewear and fragrance. Merchandise under the Tommy Hilfiger brands is available to consumers worldwide throughan extensive network of Tommy Hilfiger retail stores, leading specialty and department stores and other select retailers and retail channels.
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