5 hours ago | By Alice Gividen
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Feb 09, 2017
Los Angeles: American classics with a west coast sensibility along with a bold spirit, vibrant sunny colours and an optimistic mood set the scene for The Tommy Hilfiger event in LA yesterday evening. Inspired by the Californian lifestyle, the youthful collection emphasized the laid back attitude and lifestyle of Venice Beach.
Hilfiger added the spirit of festivals where “music and style collide with pop culture heritage”. The presentation itself was full of iconic American pieces such as patched denim, western treatments in a show that presented the freedom to “mix things up in a way that makes you feel great”.
The show was interspliced with performances by singer Fergie, as well as American soul Duo Lion Babe. And the digital innovations kept on coming too. Building on the success of last season’s retail/digital innovations (an on-site pop-up at the Pier in New York, as well as a shoppable runway) this season in LA, Tommy became the first brand to launch 3D image recognition commerce on the runway, inviting consumers to use the TOMMYLAND SNAP:SHOP app to shop from photos of 3D moving images from the runway. It’s clear that Tommy is firmly focused on the future of fashion. – Lizzy Bowring
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