Tommy Hilfiger turned New York's Plaza Hotel into a lively runway on Thursday, presenting his collection for next spring, staging a concert and even bringing out the dog belonging to Taylor Swift and Travis Kelce.
The designer, known as a flag-bearer for made-in-USA style, returned to New York Fashion Week in style with a show he told American media was meant to be an "experience." He chose the entrance of the iconic building that served as his company's home for a decade.
Dozens of models walked the show led by supermodel Gigi Hadid, including Romeo Beckham, the middle son of David and Victoria Beckham. They moved between rows of sofas arranged around an elegant bar while an orchestra played covers of pop and rock hits.
Key pieces from the collection
The cable-knit sweater was the standout piece, paired with shirts and knee-length pleated skirts for women and tailored trousers for men. Among the coats, the varsity jacket stood out as emblematic of Hilfiger's signature preppy style.
Travis Kelce's role as ambassador
Anticipation around the show was heightened because the brand's new ambassador is American football player Travis Kelce, who recently married pop star Taylor Swift. Kelce appears in the brand's campaign photos with the couple's Samoyed dog.
Only the white-coated dog made an appearance on the day, when Hilfiger brought it out to take his final bow. The dog produced a memorable moment by running off and nearly dragging the designer along, apparently excited by the crowd's applause.
The scene was captured on phones by attendees who were already filming the surprise appearance of singer Slayyyter, who closed the show performing this summer's catchy social media anthem, "Dance."
Celebrities in the crowd
A crowd of photographers and onlookers gathered outside the Plaza Hotel on Thursday hoping to spot famous faces, and they were not disappointed. Singers Camila Cabello and JiSoo were there, along with actors Lukas Gage and Patrick Schwarzenegger, model Kate Moss and basketball player Karl-Anthony Towns.
Spanish talent was also represented, with actor Aron Piper, singer Bad Gyal and fashion businessman Bruno Casanovas among the guests.
A major logistical operation
The event required significant logistics, with a designated vehicle drop-off point for the hundreds of guests, who congested traffic near Fifth Avenue and delayed the start of the show by half an hour. Afterward, guests stayed on for a glass of champagne.
Tommy Hilfiger's business background
In March, PVH, the company that owns the Tommy Hilfiger brand, announced that Kelce would become its new global ambassador and "creative collaborator," saying he would take part in campaigns and events and possibly a joint clothing line.
Hilfiger does not always present his collections during New York Fashion Week, but when he has, he has chosen iconic locations around the city, such as the Oyster Bar at Grand Central Terminal or an old ferry that connects Manhattan and Staten Island.
The designer was a pioneer of the "see now, buy now" sales model, which put items on the market immediately after a show. He now appears to have returned to a more traditional seasonal cycle, placing heavy emphasis on celebrities and influencers wearing his designs at the event.
Tommy Hilfiger generated global revenue of about 9 billion dollars in 2025, according to a statement from PVH (Phillips-Van Heusen), the conglomerate that acquired the brand in 2010.
