01 January 2013

The Tommy Hilfiger Group, which is wholly owned by PVH Corp. [NYSE: PVH], is pleased to announce its participation in the 13th edition of the Bread & Butter Tradeshow, which will be held at Berlin’s Tempelhof Airport from January 15 to 17, 2013. This year, Hilfiger Denim will push the boundaries of the most creative digital technology while showcasing its Fall/Winter 2013 collection; it will be the only brand whose space at the fair fully embraces a digital world. Visitors can virtually explore and experience the Fall/Winter 2013 collection, titled The Modern Prep, which mixes classic Ivy League styles with a vintage, handmade, outdoorsy aesthetic.

“It’s great to return once again to Bread & Butter and introduce our Fall/Winter 2013 Hilfiger Denim collection in such an inspiring environment,” said Tommy Hilfiger. “We are particularly excited to integrate the brand and collection with cutting-edge technology, making our clothing and accessories digitally come to life. We’ve also teamed with top British model Daisy Lowe and Face Hunter blog founder and photographer Yvan Rodic, who will give visitors a behind-the-scenes look into different experiences at the fair and across Berlin.”

The eclectic Hilfiger Denim space features a mesmerizing video installation shaped like the United States of America, with screens strategically placed in varying depths. In a new initiative exclusive to Hilfiger Denim, all clothing will be shown via interactive digital mannequins, where a variety of screens zoom on different details. A VIP bar area will be raised over the rest of the booth, offering guests a panoramic view of the entire fair.

An impressive 58 video screens in six different sizes will create an ever-changing 3D spectacle to captivate visitors; the focal point will be a colossal central screen that measures 103 inches (8.5 feet) in width. All of the screens will interchange multiple channels of content – from inspiring live stream videos to exclusive Hilfiger Denim campaign footage – filmed by different people with different points of view. Parts of the lively content were captured from video cameras worn by photographers and models during various photo shoots for the Fall/Winter 2013 collection.

Full article is available for download below.

TAGS: Yvan Rodic, Daisy Lowe, Bread & Butter, Berlin, Innovative digital space, Street photography

DOWNLOAD ARTICLE Bread and Butter Berlin FW13 Press Release_1 09 13_FINAL (89.25 KB)