![]() ![]() Top models who have walked in his runway shows include Bella Hadid, Kendall Jenner, Hailey Baldwin, Taylor Hill, Georgia May Jagger, Joan Smalls and Stella Maxwell. Over the years the designer has collaborated with David Bowie, Iman, Beyoncé, Naomi Campbell, Zooey Deschanel and Charlotte Gainsbourg. Hilfiger is no stranger to celebrity collaborations, but the Hadid tie-up was the first time a celebrity co-designed a collection and shared the label with Hilfiger. The halo effect across the brand has positively impacted all divisions globally, and we’re excited to continue building on this success in our upcoming seasons.” The results continue to exceed expectations in every area of our business - from engagement with new audiences to increases in social media and press visibility to double-digit sales growth for two consecutive seasons. We’ve loved presenting our collections directly to our fans on the runway each season - it has been such a memorable experience that has been exciting to share with my followers.”ĭaniel Grieder, chief executive officer of Tommy Hilfiger Global and PVH Europe, said, “The Tommy x Gigi collaborative collections and our TommyNow ‘see-now-buy-now’ global runway platform are driving the strong momentum behind Tommy Hilfiger women’s wear. “Collaborating with Tommy has been an inspiring and an amazing introduction to the world of design. “It has been a dream come true to work with Tommy Hilfiger, a brand that I genuinely love and have been a fan of my entire life,” said Hadid. The fall 2016 show took place at the South Street Seaport in New York, where Hilfiger created a “Tommy Pier” carnival experience.įollowing each of the Tommy x Gigi shows, Hadid traveled to cities worldwide, including Berlin, Dubai, Tokyo, Shanghai, Amsterdam, London, Milan and Paris, to promote and present the collections personally and meet her fans. ![]() It was also based on the see-now-buy-now runway model whereby all the looks from the spring show, including the Tommy x Gigi collection, were immediately available to purchase across all sales channels in more than 70 countries globally. The show was inspired by a West Coast music and arts festival, complete with musicians, drum circle players, roller skaters, skateboarders, fire dancers stilt walkers, Hula-hoop illusionists and unicyclists. Just in time for a Formula 1-themed spring collection of sportswear primed for optimum logofication.In February, the Tommy x Gigi spring collection was shown at the TommyNow runway show in Venice Beach, Los Angeles before an audience of 3,000 guests, including 2,000 consumers. The Vogue cover model presented her second Tommy x Gigi. Oh, and earlier this month Hilfiger announced a multiyear strategic partnership with four-time Formula One World Champions Mercedes-AMG Petronas Motorsport, through which he will become its official apparel partner. Gigi Hadid has another successful Tommy Hilfiger capsule collection under her fashion belt. The whole shebang has dovetailed serendipitously with the revival of streetwear, logomania and Nineties nostalgia, which Hilfiger has major rights to - he was one of the original kings of logo-fied street gear the first time around twentysomething years ago. By the following morning, the collections will be shoppable in 20,000 physical points of sale. One hundred percent of the men’s, women’s and Gigi collection were available to purchase online the second they hit the runway. Hilfiger has managed to capitalize on the see-now-buy-now moment in a way no other designer has by committing to it on another level from a production, design and delivery perspective, and by making it a social/digital tidal wave triggered by the power of Gigi Hadid, who collaborates on the Tommy x Gigi capsule collection. Then again, Hilfiger runs a well-oiled machine. An extraordinary amount of things have to fall in line to make these massive shows a success - it’s astonishing and remarkable that they have. To say that there were many moving parts to Tommy Hilfiger’s spring TommyNow see-now-buy-now extravaganza would be not only a bad pun - the show, titled Drive, was race-car themed - but a massive understatement. Tommy Hilfiger and Gigi Hadid attend the 2022 WWD Honors at Cipriani South Street. ![]()
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