As seasons pass by, more and more designers are choosing to show their collections in Los Angeles rather than in New York, Milan, London or Paris. Tommy Hilfiger is one of them, as it has now been revealed that he is going to show his Tommy Hilfiger spring 2017 collection in the City of Angels.
To make things even more appealing, Hilfiger confirmed his show is featuring the very much appreciated see-now-buy-now formula, which will surely make those who are impatiently waiting for the Tommy x Gigi second capsule collection extremely happy. All the proposals from both collections will be immediately available for purchase in more than 60 countries, and there will be, moreover, a shopable live-stream of the runway show that we bet will get overloaded with requests.
We bet the Tommy x Gigi capsule collection will specifically sell out in the blink of an eye, as Tommy Hilfiger and Gigi Hadid democratically let the brand’s customers choose some of the looks on the label’s main social media accounts. Although in a not too revealing way, Hilfiger then also unveiled a few things about the collection, instantly growing our anticipation regarding the outcome of the runway show.
“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,” explained Tommy Hilfiger in a press release, also stating the whole philosophy behind his upcoming Tommy Now spring 2017 collection and runway show.
“TommyNow is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences”. And that’s not even the end of the good news regarding Tommy Hilfiger’s thrilling Los Angeles revolution.
The American designer also revealed that both his spring 2017 lineup and Gigi’s capsule collection were directly inspired by the beauty and the dynamicity of the West Coast, with him and Gigi specifically fusing elements of Gigi’s “California lifestyle and a music festival atmosphere in the second Tommy x Gigi collection.”
With all the shakeups many fashion labels are currently experiencing, Tommy Hilfiger is probably one of the few houses that managed to reinvent itself most successfully. Hilfiger understood the market was about to drastically change earlier this year, when first announcing that the brand was going to align its fashion shows with the retail calendar, a change other brands like Burberry and Tom Ford employed.
Then, back in September, he finally held its first #TommyNow fashion show during NYFW, which was an overall success. “In September, TommyNow led the democratisation 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,” he declared.
Teaming up with Gigi Hadid, now a Victoria’s Secrets model and overall one of the most followed it-girls on Instagram, is undeniably also a winning idea. As for the choice of showcasing one of his runway shows in Los Angeles, it might bear its fruits, too. When Slimane announced he was going to show his (last) Saint Laurent fall/winter 2016-2017 runway show Los Angeles, many were excited about the news. Is Los Angeles about to become one of the world’s leading fashion capitals?
The Tommy Hilfiger “Tommy Now” spring 2017 runway show is taking place in Los Angels, at Venice Beach, at 5 p.m. PT, on February 8th.
Photo courtesy of Tommy Hilfiger