Tommy Hilfiger uses Twitter Halo to stand out at New York Fashion Week
By WGSN Insider

The brand used a multi-camera device capturing 360 degree video with real-time sharing capability, to ensure the show was broadcast to the biggest possible audience

Sep 15, 2015
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Tommy Hilfiger Spring/ Summer 2016
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There was nothing remotely ambiguous about Tommy Hilfiger’s latest collection in New York. Themed Island Life, this was a celebration of summer in general and the Caribbean specifically.

The stage set the scene – palm trees, water, even sand – and the key items that emerged (such as that crochet bikini that’s currently all over social media) added to the message.

And of course, social was key. Following Givenchy’s opening of its show to public access, Hilfiger used Twitter Halo, a multi-camera device capturing 360 degree video with real-time sharing capability, to ensure the show’s message was broadcast to the biggest possible audience.

So what did we in the industry and Hilfiger fans who tuned in get to see? As the buzz around that bikini suggests, crochet was a big part of the look and came as hats and dresses too.

And what else screamed summer? Think chambray dresses (with crochet or embroidered hems), granddad shirtdresses with decorative bibs, floral or striped floor-sweeping boho dresses, graphic T-shirts with inset strips of pattern, deckchair- stripe shorts and jeans, floral skate shoes, even string vests and dresses, tracksuits, plus much more.

The general consensus as the buyers and fashion press exited the show was that this one was a winner – and much more fun than the usual Hilfiger fare.

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