A few seasons ago the preppy all American look almost seemed to expire. But Tommy Hilfiger was smart enough to give his label a rejuvenating boost just at the right time. An update the brand could really use, instigated by collaborating with it-girls all around the world. He put TH back on the map of cool kids by letting Kendall, Hailey, Bella and Gigi walk his runway shows. And further elaborating on that, Tommy let family friend Gigi design her own collection.
That Tommy x Gigi collection is hitting the shops all around the world as we speak and was part of the TH show on Friday night too. A show for which Tommy Hilfiger invited press and friends of the brand to his very own Tommy Pier at the South Street Seaport 16 in New York. A Pier he, for the occasion, turned into an old school fair, including DJ’s, nail art, french fries, temporary tattoos, candy, rides and pop-up shops that already sold the clothing shown on the runway.
Making sure his designs were instantly available during the show was a priority to the designer. “It’s about delivering on the instant gratification that consumers are really seeking. Closing that gap between the visibility of a fashion show and the moment of purchase.” A smart move helping any cool kid that desires to strut around in oversized velvet hoodies (just like Gigi), sporty cropped sweaters, military coats and anchor printed swimming suits right away. All preppy items given an edgy Gigi touch, that will make Tommy Hilfiger and it’s iconic blue, red, white logo, as cool as it was in the nineties.
