tommy hilfiger won’t show at new york fashion week
He’s following model, muse and collaborator Gigi Hadid to LA.
Tommy Hilfiger's last presentation at New York Fashion Week was such an elaborate spectacle, it almost shouldn't be considered a fashion show. In the shadow of Tommy Pier — a collaboration with house muse Gigi Hadid— it's understandable that the designer would be looking to move in a new direction. In this case, west.
The brand will show their next collection in Venice Beach on 8 February, just before NYFW officially kicks off. In a statement the designer explained, "The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and we knew this show would feel at home on Venice Beach." It will be the label's second direct-to-consumer show, and the second Tommy x Gigi collaboration.
The relocation is the latest move inspired in part by LA local Gigi. It's been reported that since she came on board, the brand's web traffic has increased by 900 percent.
Alongside the relocation, the partnership with one of fashion's most popular models and a commitment to the see-now-buy-now format, the brand's also introducing a new way to engage with fans. In the lead up to the February show, they'll invite consumers to be part of the design process by voting for their favourite TommyXGigi styles on social media. The winners will be produced, presented and available for sale after the show.
Text Wendy Syfret