tommy hilfiger won’t be showing at nyfw this season

He’s following model, muse, and collaborator Gigi Hadid to L.A.

by Wendy Syfret and i-D Staff
02 December 2016, 3:10pm

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 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 its next collection on Venice Beach in Los Angeles on February 8, 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 L.A. 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, it will invite consumers to be part of the design process by voting for their favorite Tommy x Gigi styles on social media. The winners will be produced, presented, and available for sale after the show.



Text Wendy Syfret
Image @tommyxgigi

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