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ETX Daily Up Published
September 5, 2025
Tommy Hilfiger and Zendaya are preparing to bring their newest fashion extravaganza to Harlem, New York.
The US fashion designer's upcoming ‘TommyNow' experiential catwalk show is set to take place at the Apollo Theater on September 8, during New York Fashion Week, and -- as usual -- it will be full of innovative experiences.
This season, the ‘see now, buy now' show will feature an online virtual reality (VR) shopping experience that lets customers purchase items from the collection immediately after it hits the catwalk, without the need for a headset. The web-based VR concept -- which can be accessed via desktop and mobile at tommy.com -- offers users the chance to visit a virtual pop-up merchandise shop, browse fashion pieces stored backstage and buy styles worn by the models. Cameras installed at the event will also broadcast live feeds into the experience, effectively letting the audience watch the show from the perspective of the red carpet, the front row and other angles.
A dedicated ‘Tommy X Zendaya' bus will be parked outside the venue, housing the Fall 2025 collection created by Hilfiger and his brand's ambassador, Zendaya. Fans will be able to step inside to shop the new collection on the day of the show, and the bus will journey around New York for a week following the event, bringing the series to fashion buffs throughout the city.
"We are proud to put on a show that is always different to what our industry has seen before and the important dialogue it supports," said Hilfiger in a statement. "I was immediately excited by Zendaya's suggestion to bring TommyNow to Harlem as we continue to celebrate the diversity and inclusivity at the heart of our collaboration and brand DNA."
To celebrate the show, Hilfiger has teamed up with Zendaya on a commemorative ‘Tommy X Apollo X Zendaya' T-shirt that will see sales proceeds donated to the Apollo, a historic music venue that has hosted artists such as Aretha Franklin, Ella Fitzgerald and The Supremes. Proceeds from the T-shirts sold on board the Tommy X Zendaya bus will go to the Mama Foundation, which offers performance and musical training in Harlem.