While there has been much criticism of Insta-famous models in recent months, it’s becoming increasingly obvious why big brands are opting for girls with strong social media followings over those who do not.

In the month since TommyXGigi first hit the runway, almost half of the nautical themed collection has sold out.

And – according to the New York Post – Gigi Hadid has helped bring thousands of new customers to Tommy Hilfiger with her capsule collection.

Interestingly, the styles which are no longer available are not simply the cheapest items in the collection as a €299 Cotton Band Jacket is among the sold-out pieces.


Look 1 #tommyxgigi @tommyhilfiger F/W 2016

A photo posted by #TOMMYxGiGi (@tommyxgigi) on

So, if you've been lusting after something from TommyXGigi, it might be best to buy it sooner rather than later.