What: From September 1st to October 23rd, Tommy Hilfiger dresses in the atrium of Printemps Haussmann, in the women's store.

Why it is important: The Tommy Hilfiger pop-up features its new monogram as well as two exclusive collections in conjunction with digital events.

After a three-year absence from New York Fashion Week, the brand is working hard to celebrate its return through different brand activations. On September 11th, Tommy Hilfiger will present an interactive show linked to the metaverse.

The pop-up visually echoes its connection with fashion week through scaffolding structures, mirrors and a central podium lit by XXL lightboxes that feature giant avatars.

Tommy Hilfiger pop-up in Printemps Haussmann