Sep 19, 2018 | By Alice Gividen
Dec 01, 2016
Last season it seemed as if designers were all trying to find the format that ‘fit’ when it came to runway shows. Some opted for the traditional runway and hoped all the noise around see now, buy now would calm down, others wholeheartedly embraced the changes and made product available ASAP for their time-poor, Insta-ready consumers.
Tommy Hilfiger was definitely in the second camp, he didn’t just embrace see now, buy now, he pretty much owned the dialogue around it during last year’s NYFW as he transformed a New York Pier into a fashion show/carnival (read up on our review here), complete with rides, food, temporary tattoos, Gigi Hadid and a shoppable catwalk.
This innovative catwalk model proved to be a real success, as multiple styles sold out online within 24 hours and there was a 900% increase in visits to tommy.com overall in the 48 hours following the show – over 70% of visitors during this time were new to tommy.com.
And now, he’s headed to Los Angeles. This coming February 2017, the #TOMMYNOW Spring 17 shoppable collection will be showcased on the west coast at Venice Beach, Los Angeles. The show will present the looks from Spring ‘17 Hilfiger Collection, and the TommyXGigi collaborative capsule, the second collection designed together with supermodel Gigi Hadid.
Commenting on the announcement, the designer said: “TOMMYNOW is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences.”
“The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach. In September, TOMMYNOW led the democratization and reinvention that is taking place in our industry right now and I’m excited to bring the full excitement and energy of our runway shows to L.A. this season. The Spring ’17 collections were designed with a clear West Coast spirit, and Gigi and I have loved fusing elements of her California lifestyle and a music festival atmosphere into the second TommyXGigi collection,” Hilfiger added.
All looks from the Spring ’17 show will be immediately available to buy in more than 60 countries, through e-commerce and wholesale partners, plus via a shoppable livestream, and an A.I. powered TMY.GRL conversational commerce bot for Facebook Messenger.
Like this? Join WGSN for retail news, catwalk reviews, brand strategy and marketing insight.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.