Gigi Ha­did is hav­ing her Hil­figer mo­ment

The Myanmar Times - - The Pulse -

TOMMY Hil­figer sought to rev­o­lu­tionise fash­ion dur­ing the week­end by throw­ing the most ex­trav­a­gant cat­walk show of his life, launch­ing his click-and-buy col­lec­tion by throw­ing a fair­ground party with burg­ers and fries.

The Amer­i­can de­signer, who has turned an eye for style into a multi­bil­lion-dol­lar global en­ter­prise, has lav­ished mil­lions on up­end­ing his pro­duc­tion sched­ule and team­ing up with the su­per­model of the mo­ment, Gigi Ha­did, to cre­ate a fall/win­ter col­lec­tion in her im­age.

It’s a huge gam­ble that the 65-year-old Hil­figer hopes will pay off in sales. Each piece on the cat­walk was avail­able to buy in­stantly. He en­vi­sions that high sales will ce­ment the rev­o­lu­tion and more de­sign­ers will fol­low in his foot­steps.

“We’re on the cusp of a rev­o­lu­tion. The whole in­dus­try is chang­ing,” he told AFP. “Peo­ple want things now.”

This sea­son’s Fash­ion Week is in flux, with big names such as Hil­figer and Tom Ford lead­ing the way in pre­sent­ing fall/win­ter col­lec­tions and others stick­ing to the tra­di­tional spring/sum­mer cal­en­dar in which clothes typ­i­cally won’t hit the stores for months.

The dig­i­tal rev­o­lu­tion means cat­walk shows are now broad­cast live and so­cial me­dia zaps pic­tures of clothes around the world in sec­onds, mean­ing that peo­ple no longer want to wait be­fore ac­quir­ing the goods.

Renowned for his op­u­lent cat­walk sets, Hil­figer out­did him­self by lay­ing on a truly unique show. Cus­tomers could im­me­di­ately shop ev­ery look on­line as it went down the run­way or at in­ter­ac­tive touch screens at the party. “We’re cre­at­ing a mem­o­rable ex­pe­ri­ence, we’re lis­ten­ing to the con­sumer – she wants in­stant grat­i­fi­ca­tion,” Hil­figer told AFP.

The calo­rie-con­scious fash­ion set may not have been en­thused by the of­fer­ings but guests were treated to free donuts, lob­ster rolls, slid­ers, cones of French fries, ice pops and cot­ton candy. There was wa­ter and lemon­ade on tap, a Fer­ris wheel and merry-gor­ound to ride, a pop-up tem­po­rary tat­too par­lour, a man­i­cure sta­tion and var­i­ous ar­cade-style games.

The US press had buzzed for days that it was his most ex­pen­sive fash­ion show of his 30-year ca­reer, but was it re­ally? “Oh yeah, by far!” Hil­figer con­fessed back­stage to AFP, per­spir­ing in the heat be­fore the show. By how much? “Mil­lions! How about that!” he said with a laugh. Rain was fore­cast, and while the heav­ens opened later, the gods some­how held out for Hil­figer even if the op­pres­sive heat left the au­di­ence fran­ti­cally fan­ning them­selves with their pro­gram notes.

It was a glo­ri­ous set­ting, on a pier over­look­ing the Brook­lyn Bridge sur­rounded by the churn­ing wa­ters of the East River and with the sparkling New York sky­line as a back­drop.

Strid­ing down the run­way to open a show live-streamed across the globe must have been an ex­tra­or­di­nary mo­ment for the 21-year-old Ha­did.

But gaze fixed, skin flaw­less and poured into skin-tight leather pants, she was far too pro­fes­sional to show any nerves. Only when she stepped out hand-in-hand with Hil­figer at the end did she crack a smile and dance a lit­tle in de­light.

The clothes per­son­i­fied the young model’s ca­sual, sporty Cal­i­for­nian style – flat­ter­ing for the fig­ures of coltish young 20-some­things.

There were hood­ies, track suits, fun bas­ket­ball jersey-style dresses, silk box­ing shorts, high-waisted bell­bot­tom trousers, and cropped leather jack­ets with a gi­ant an­chor and Ha­did scrawled on the back.

It may not be cut­ting-edge, but it was clas­sic Tommy – a mix of Amer­i­can col­le­giate chic and smart cool that has turned his la­bel into a phe­nom­e­non.

Photo: AFP

Model Gigi Ha­did walks the run­way dur­ing the Tommy Hil­figer fall 2016 col­lec­tion pre­sented at New York Fash­ion Week on Septem­ber 9.

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