Tommy Hilfiger brings consumer fashion to Tommyland in California
Tommy Hilfiger presented his Spring 2017 “Hilfiger Collection” and “TommyXGigi” collection at Tommyland, the ultimate West Coast fashion festival celebrating California-inspired music, art and creativity.
Every look in the “See Now, Buy Now” runway show was immediately shoppable, including the “TommyXGigi” collection designed in collaboration with model Gigi Hadid, who headlined the event.
Hadid opened the show in a look from her capsule collection. She is the global ambassador for the brand’s women’s apparel, footwear, accessories, sunglasses, watches and fragrance. The “TommyXGigi” collection celebrates her relaxed, West Coast aesthetic fused with Hilfiger’s signature East Coast heritage.
Inspired by the ultimate West Coast music and arts festival, over 3,000 guests — including 2,000 consumers and 1,000 press members, buyers, VIPs and industry influencers — were invited to enjoy an inspiring fashion experience.
During the show finale, Hilfiger and Hadid introduced eight-time Grammy award winner Fergie, who gave a show-stopping performance for the crowd of models, celebrities, press and consumers. It featured her solo hits including her new single M.I.L.F.$ and chart toppers from the Black Eyed Peas. American soul duo Lion Babe also played the Tommyland stage with a set of their chart-climbing hits.
This season, the brand introduced new channels and next generation features, leveraging digital innovation to connect with global consumers in a personalized way.
All Spring 2017 runway looks are available to purchase through the brand’s global wholesale network and retail channels, tommy.com, social media content and shoppable live stream.
The show featured top models including Bella Hadid, Joan Smalls, Sara Sampaio, Hailey Baldwin, Stella Maxwell, Tami Williams, Romee Strijd, Devon Windsor, Lineisy Montero, Maartje Verhoef, Julie Hoomans and Luping Wang.
Front row guests included Hilfiger’s wife, Dee Hilfiger, Lady Gaga, Lewis Hamilton, Sofia Richie, Kaia and Presley Gerber, Lucky Blue Smith, Nash Grier, Hadid’s mother and father, Yolanda Hadid and Mohammed Hadid, her siblings Anwar Hadid and Alana Hadid.