Tommy Hilfiger's fashion week presentations have become the brand's platform of choice to test out new technologies that further invite its audience – whether watching the show in person or at home – into its universe.

For example for its spring 2018 show in Milan, Formula 1-inspired TOMMYNOW DRIVE, attendees could scan QR codes to unlock more content on the collection and the manufacturing of a Mercedes racing car.

Tommy Hilfiger's campaign with Instagram customizing software Unfold illustrates how fashion brands are continuing to get creative in immersing mobile users with their designs and possibly spur viral campaigns as Instagram users share their customized Stories. Unfold's app gives users a wider range of software tools to decorate their Stories before sharing them with family, friends and followers. Now, Tommy Hilfiger is looking to spark some brand buzz and Instagram users share its digital designs across the social platform.
Zendaya, a former Disney Channel star who last week became the newest global brand ambassador for cosmetics maker Lancôme, appears to be a strategic partner with Tommy Hilfiger on this campaign, given her name recognition among Generation Z. She has 54.3 million followers on Instagram, where she posts a mix of fashion shots and candid pictures from her personal life.