20 hours ago | By WGSN Insider
Aug 16, 2016
The September catwalk buzz has begun a month early, and all eyes are on the luxury brands as they embrace the see-now-buy-now catwalk model. In keeping with this Tommy Hilfiger has just released a sneak peek of the collaboration with model of the moment Gigi Hadid.
Launching this September, directly after the runway show on September 10, the nautical themed capsule collection features looks including a sailor hat, white cable knit sweaters, slip-on sneakers and super skinny white jeans. To celebrate the collaboration, there’s a separate website destination dedicated to it and a chance for consumers to sign up to be the first to shop the collection once it’s available.
The website isn’t the only digital push for the collection, the brand has already launched a Snapchat competition for its followers to choose the favourite two looks, as well as behind the scenes videos, and an Instagram page @tommyxgigi for the launch.
This is the first time that Gigi has turned designer for the brand, after walking in the last two seasons shows and signing on as the global ambassador last year. Teasing images from the collection’s lookbook, Gigi spoke to her over 21m followers on Instagram saying: “I’m SO excited to finally be sharing the look book for my collection with @tommyhilfiger! Follow@tommyxgigi for extended and exclusive content for all things #tommyxgigi ❤️”
The collection will hit stores and online directly after the runway show, which will be broadcast live from the runway. Tommy Hilfiger has teamed up with a global multi-media broadcast network to bring the worlds of fashion and entertainment together and amplify the reach of the launch.
— Tommy Hilfiger (@TommyHilfiger) August 16, 2016
Meet the team: design meeting with @son_of_florence, @tommyhilfiger’s global creative director for accessories and footwear! We love you Leo!!!! ❤️👟🕶⚓️ #tommyxgigi A photo posted by #TOMMYxGiGi (@tommyxgigi) on
Speaking about the upcoming runway show Daniel Grieder, Chief Executive Officer for Tommy Hilfiger said:
“As one of the world’s most recognized American lifestyle brands and most visible shows at NYFW, we have a unique opportunity to take a leadership role in moving the runway closer to the consumer,” added Grieder. “In line with our vision to become more consumer-centric, it’s important that we channel the incredible visibility and engagement that our shows generate into the moment when the product launches. This is the next step in our journey to shorten the development cycle and balance our approach to meet the diverse needs of consumers, buyers and media. We are committed to working in a new way with our business partners and the industry to achieve this goal.”
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