There was this feeling in the air, after the latest Tommy Hilfiger Tommy x Gigi fall 2016 runway show, which made us wonder whether somehow Mr. Hilfiger was thinking about tapping Gigi Hadid as a co-designer for one of his collections once again. Well, our feeling was apparently right, as a new Tommy x Gigi spring 2017 collection has officially been announced!
One of Tommy Hilfiger’s most iconic muses, Gigi Hadid has been, in fact, not only confirmed as the label’s brand ambassador, but also a co-designer for the new Tommy Hilfiger spring 2017 collection. The collection, set to debut in February 2017, is going to include everything from footwear to accessories, ready-to-wear and fragrances, and it is even said to feature a sort of social, interactive experiment.
Dubbed “❤ to be Part,” this season 2 of the Tommy x Gigi collection is letting customers vote for the styles that are going to be featured in Tommy Hilfiger’s next seasonal runway show during New York Fashion Week. Hilfiger’s followers can already vote for four of the 14 staples the duo is going to unveil through October 31st on both Tommy Hilfiger’s social media channels and on Refinery29.com (namely Tommy x Gigi’s exclusive media partner). The selected looks are then all going to be available for purchase internationally as soon as they hit the runway on February 17th.
The upcoming Tommy Hilfiger fall/winter 2017-18 runway show (#TOMMYNOW) is, in fact, going to feature the acclaimed see-now-buy-now formula, which is now officially taking a step forward into a sort of choose-now-buy-later kind of formula.
This is part of Tommy Hilfiger’s purpose of democratizing fashion, a path he began undertaking earlier this year, and which already bore its fruits helping the brand increase its sales throughout the past twelve months.
“I founded my brand to be accessible and inclusive, and I’ve always considered the consumer to be the most important aspect of our business,” explained Tommy Hilfiger in a press release after his latest NYFW fashion show.
“In the past 30 years, we’ve paved the way in fusing fashion and entertainment. This philosophy has always been a part of my dream to connect our global consumers to inspiring, unexpected fashion experiences. We’ve been building towards this for a long time, and the natural progression of this approach to democratizing the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”
Teaming up with model of the moment Gigi Hadid surely also has something to do with Hilfiger’s recent success, as she definitely lessened the distances between the American label and the international younger generations of customers. As recently reported by WWD, “during Hilfiger’s September showing of Tommy x Gigi, the brand experienced high-double-digit growth in retail and e-commerce performance versus the same period last year.”
The idea of letting his customers vote and choose what is going to hit the runway denotes Hilfiger’s willingness to better understand the younger millennials and Generation Z’s likings, which is something we should not take for granted in the industry.
Photo courtesy of Vogue