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Gigi Hadid and Tommy Hilfiger kick off fashion month with their Venice Beach showcase

Tommy Hilfiger took his see-now-buy-now phenomenon to Venice Beach last night, teaming up with the supermodel of the moment Gigi Hadid for a second catwalk collection of Instagram-ready hits that we can all get our hands on immediately.

Lady Gaga, Kaia Gerber and Sofia Richie joined the front row of deckchairs, as well as actress Kristen Stewart - apparently there to support her model girlfriend Stella Maxwell, who walked in the show.Natasha Beddingfield and Lewis Hamilton made for an unexpected front row friendship - but then fashion shows often bring together the most unlikely of pairings.

Hilfiger???s Hollywood-worthy set mimicked a graffitied L.A. boardwalk, and Hadid led the model line up wearing her new take on the designer???s iconic red, white and blue block logo.Colour-blocked into crop tops, jersey mini skirts and slouchy skatepark hoodies, it set the pace between distinctly more boho pieces - pretty scarf patchwork dresses and ditsy floral tops.

While those on the front row inevitably had a great view of the action, theirs were not necessarily, in this instance, the best seats in the house.Hilfiger???s #TommyNow format aims to democratise fashion shows, turning them into concert-like performances for fashion fans around the world to enjoy.As such, he invited 2,000 customers to the Venice Beach extravaganza, as well as the 1,000 press, buyers and VIPs.He also live-streamed the event to thousands more fans around the globe.

???Since we first launched TommyNowlast season, the disruptive runway platform has continued to lead a new era in the democratization of fashion," explains Hilfiger."It"s a reflection of the values I started with in this industry and the brand I want to continue being today: unafraid to break conventions, relentlessly optimistic, and inclusive of all.???

???For February, we are pushing the boundaries even further with a one-of-a-kind festival event that celebrates the youth culture and California spirit that inspired our collection this season.???

When the show was over, the guests hit Tommyland, a funfair-style fashion festival inspired by Coachella and featuring graffiti walls, rides, L.A. food trucks and a vintage Tommy Hilfiger store.Fergie and Lion Babe performed, and all the models had a brief chance to let their hair down before Air Tommy (that???s Hilfiger???s private plane, of course) whisked them all back to New York for more shows today.

As many designers are reassessing what purpose expensive fashion shows really serve for their brands and are, in several cases, scaling things back a little, Tommy???s point of view on the matter couldn???t be clearer: the bigger, the better.It was an optimistic opening statement for the show season ahead.

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