Always on the lookout for ways to give their collection that extra oomph, designers have performed many a stunt in the name of fashion. Alexander McQueen’s Fall 1998 finale saw a fringe and lace-clad masked figure standing in a ring of fire. In 2012, during Berlin Fashion Week, models strutted the subways. There’s even been a gravity-defying vertical catwalk down the length of Boston’s Revere Hotel. But on none of these occasions was there a 40-foot Ferris wheel, hot dogs, cotton candy and French fries, as is promised at the upcoming Tommy Hilfiger show. And therefore, Tommy wins.
The “see-now-buy-now” show for Tommy Hilfiger’s recent collaboration with Gigi Hadid will take place on September 9 at New York’s South Street Seaport (Pier 16 to be exact). Festively dubbed “Tommy Pier,” the interactive fashion experience will feature those classic fair rides and games (and indulgent snacks) we know and love, and — somewhere in the mix, at 7 p.m. EST — a fashion show.
If the show’s locale wasn’t evidence enough that Tommy’s all about the new trend of fashion for the people, a shoppable live-stream on tommy.com will allow viewers instant access to the Gigi-cosigned goods. In addition, half of the show’s 2,000 guests will be lucky shoppers selected through analysis of the brand’s “Hilfiger Club” loyalty program, the site NYC Go (which will offer free tickets) and email outreach programs via a few of the brand’s media partners. Plus, even if you don’t snag a ticket to the grand unveiling, the Pier will reopen on September 10 from noon to 9 p.m., at which time revelers can hop on the Ferris wheel, peruse two Tommy x Gigi pop-up shops along with a vintage Tommy Hilfiger store (you ride that 90s nostalgia wave, boy) and get their nail and flash tattoo game on at booths along the pier.
The clothes, which, after all, are at the crux of all these shenanigans, are a “new take on nautical with a playful, romantic edge.” The collab (seen it in full here) is rife with sailor stripes and sporty details. Think utilitarian meets feminine, i.e. lots of cozy cable knits, sleek leather and flirty chiffon. It’s Gigi’s Millennial on-the-go vibe combined with Hilfiger’s affinity for Americana. (Plus pretzels.)
Needless to say, for the crowd-averse, the collection will also be available at Tommy Hilfiger’s website and retail locations starting September 1, eight days ahead of the madness.
Tommy’s never been one for low-key fashion presentations — last April, the brand created its own temporary island during Milan’s furniture and design trade show, Salone del Mobile, complete with palm trees and simulated jet ski rides — but this latest effort is definitely over-the-top, even by Hilfiger standards. No complaints here.
[ via WWD ]