The carnival that is Fashion Month just got literal.
Come New York Fashion Week, Hilfiger has announced they will be raising the bar for runway theatrics to a whole new level, by constructing an entire funfair on New York's South Street Seaport, complete with a 40ft Ferris Wheel.
The event is both a celebration and a showcase of the Tommy X Gigi AW16 Collection, a collaboration with the brand's current ambassador and muse, Gigi Hadid.
The Tommy Pier will play off the youthful nature of the collection and Hadid, herself, promising Instagram fodder galore in the form of candy floss, hot dogs and photobooths to accompany the show.
Known for his elaborate runway sets (tropical island, anyone?), the fair is just the latest addition to Hilfiger's legacy of runway feats. Arguably the most remarkable aspect of this announcement is in fact the composition of the show's audience, half of which will be made up of Tommy Hilfiger customers, marking the brand's commitment to the See-Now-Buy-Now model.
For those of us not lucky enough to make it on the guest list, in true 21st century form tommy.com will be hosting a shoppable livestream for the spectacle, viewable from 11pm on the 9th of September.