The American super brand Tommy Hilfiger showed its autumn/winter 2016 collection at New York Fashion Week, at the uptown location on Park Avenue at the historic Armoury building.Last season Hilfiger offered a Mustique island paradise for his models to skip around; for winter he took them on board the Hilfiger Line T.H.Atlantic cruise liner, a giant structure complete with steam rising from the chimneys, deck side benches and a 1920s style vintage gif photo booth, obviously.
Hilfiger has just announced a collaboration with brand ambassador Gigi Hadid.The 20-year-old model will design a collection for the label which will be presented at September???s New York Fashion Week, as the publicly-geared show, the Gigi collection will be on sale immediately whilst press and buyers will be shown the SS17 collection separately in a more low key environment.Gigi Hadid catwalk highlights
Backstage after the show, Hilfiger said that ???you have to listen to the consumer, because of social media the consumer is demanding that we have clothes available as soon as we show them.???
Tommy Hilfiger cemented his first world digital credentials with a host of measures designed for maximum social media sharing.An "instapit" was created for social media superstars to get the closest show access, whilst backstage models had their own gif booth which was live streamed on Hilfiger???s online platforms as well as 100 global media platforms.Hadid (who has 13 million Instagram followers) also launched the labels Snapchat channel, live from her backstage rail.Every look from Tommy Hilfiger"s AW16 New York Fashion Week show
Hilfiger has cleverly turned his shows into set spectaculars designed for maximum entertainment value.The collection followed the Twenties era staging, with a strong naval theme.
???I"ve always done nautical in the springtime so I thought it would be great to do it in winter with the distant dream of crossing the Atlantic on a voyage on a beautiful trip evoking that time when people used to dress up to travel??? said Hilfiger.
In that spirit there was military frogged pea coats, pretty printed silk puff sleeve tea dresses, louche silk pyjama combinations and Miss Hadid, in a pair of high-waisted knickers, white blouse and tiara leading the model charge.
Set to a Michael Jackson disco soundtrack, the flashes of metallic sequin details and glittery loafers gave it a modern feel.Describing Hadid as his "number one girl, with a relaxed casual chic style"about her, when asked what his favourite look was, "everything on Gigi".Her 13 million Instagram followers are surely in agreement.Stars at New York Fashion Week