Tommy Hilfiger is one of those brands which seems to have been around forever. But just because the label has long been embedded in fashion history, doesn't mean it's not still eager to explore new ground.
In a bold new move the American clothing giant has announced the launch of its first ever in-season fashion show which will be broadcast live across its website and various social media channels from New York City this Friday.
And – thanks to the use of a handy little thing called live streaming – everything in the collection will be available for purchase on tommy.com as soon as it hits the runway, making the Fall 2016 designs instantly accessible to those attending the event and those watching it from the comfort of their own homes.
Model of the moment and Hilfiger favourite Gigi Hadid will be opening the show wearing a look from the TommyXGigi collection – a range which Gigi herself played a hand in designing.
And in keeping with Tommy’s vision to make fashion more experiential, #TOMMYNOW will run across two days with the fashion show taking place on Friday September 9 and a fairground-themed event being opened to the public the following day.
Given that the majority of New York Fashion Week’s shows are only accessible to those within the industry – and that the latest Hilfiger collection promises to be both instantly available and wearable – we think the #TOMMYNOW event will be well worth a watch.