Gigi Hadid and Tommy Hilfiger’s upcoming Spring 2017 #TOMMYNOW collection invites consumers to play a bigger role. WGSN contributor Richelle Cyrus reports.
Supermodel Gigi Hadid will continue her existing powerhouse relationship with all-American designer Tommy Hilfiger through a new capsule collaboration for the Spring 2017 season. The announcement of the new campaign, “<3 To Be Part”, comes months after the memorable #TOMMYNOW NYFW S/S17 carnival fashion show event in which Hadid and Hilfiger showcased their first capsule collection from the TOMMYxGIGI collaboration.
The upcoming collection is set to include apparel items in addition to footwear, accessories and fragrances, but with an interesting twist, the dynamic duo are encouraging fans to participate, as part of the creative process. The brand is asking fashion followers and fans worldwide to go online and on social media to vote on a series of possible selections for the final collection. The items with the most votes will ultimately be produced in mass quantities, presented in the February 2017 #TOMMYNOW fashion show and sold through the brand.
The move by Hilfiger to increase consumer engagement not only falls directly in line with his new mission to further democratize the fashion industry, but will prove to be a clever method to increase excitement and buzz surrounding the new collection by teasing fans with pieces of the collection months before the official release, while keeping some items a secret. With the recent news of Hadid’s superstar boyfriend Zayn Malik collaborating with fashion house Versace (ZAYNxVERSUS) for a Spring 2017 collection, it will surely be interesting to see what effect the fan-inclusive voting process has on the future of marketing campaigns from larger brands collaborating with millennial-centered celebrities.
Following the current fashion industry see-now-buy-now focused trend, the pieces presented in the February 2017 show will also be available for immediate purchase as soon as they hit the runway. Those wishing to participate in the voting process for the upcoming Gigi Hadid and Tommy Hilfiger collab, can do so on the official website as well as their various social media accounts.
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