Tommy Hilfiger's NYFW Gigi Hadid Extravaganza Took See Now Buy Now To A New Level

​As Tommy would say, Welcome to Now.


The latest New York Fashion Week Gigi Hadid appearance was not like all the others. Oh no. 

At Tommy Hilfiger, Gigi was not just model, but the headline act in an event that was not just runway show, but a feat of extreme, giddy fun. 


In addition to revealing Hilfiger's aw16 collection, the show also marked the much-anticipated arrival of Gigi's capsule collaboration with the brand, which went on sale the minute it was debuted on the catwalk, by no less than 72 top models.

Tommy x Gigi took over New York's Pier 16, and turned it into 'Tommy Pier,' complete with a ferris wheel (we tried it, we loved it), hot dog, burger and donut stands, all-the-fun-of-the-fairground rides and a real-life tattoo parlour by Bert Krak (the queues were long). 


The catwalk stretched the length of the pier and the guests, including Taylor Swift and Serena Williams, watched Gigi and friends, including Binx Walton, Lineisy Montero and Taylor Hill, showcase what was ultimately a range of sporty, youthful, Americana.

It was part nautical (navy knits and tops emblazoned with anchors), part school jock (jerseys and letter sweaters), part military (an officer's jacket of social media dreams) and part rock and roll (leggy, skin tight leather trousers anyone?): classic Tommy. 

And it could all be shopped immediately at any of the Tommy X Gigi pop-up shops where interactive digital touch-screens let you add to basket or email to your wishlist. (The queues were long).

This show was about the concept as much as it was about the clothes. 

Following the Tom Ford See Now, Buy Now collection that kicked off New York Fashion Week, Hilfiger went one further with a totally interactive shopping experience; as well as watching and shopping the live stream on, people could chat and shop with TMY.GRL, a live Facebook Messenger service.

As Tommy would say, Welcome to Now.

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