For Spring 2017, Tommy x Gigi will again walk the runway arm in arm. After the success of the pair’s Fall 2016 fashion extravaganza, it’s no surprise that the Americana peddler is renewing its partnership with the click-baity cover girl. The Friday of the mega-duo’s inaugural presentation, Hilfiger was the top-performing digital label at New York Fashion Week, with over 411,000 engagements. Granted, there was a full-on carnival involved, but there’s no debating the social media power Gigi Hadid brought to the occasion.
Same as last season, the aptly-named #TommyNow Spring 2017 runway will be a see-now, buy-now experience. All looks will be available online the moment they hit the catwalk. The full apparel, footwear, accessories and fragrance range will arrive at brick-and-mortar locations shortly thereafter, sometime in February 2017.
As part of Hilfiger’s initiative to “democratize fashion” — or determine what’ll sell best without allowing buyers the lag time needed to crunch the production numbers — Tommy and Gigi are doing something unprecedented in the world of fashion. The “❤️ To Be Part” campaign invites everyone to vote for the pieces they’d like to see produced and featured in the co-brand’s February fashion show.
Through October 31, Hilfiger will unveil 14 pieces – including polos, denim, bombers and hoodies — via Tommy.com, the brand’s social media channels and Refinery29.com, Tommy x Gigi’s exclusive media partner. The top four audience picks will win a place in the Tommy x Gigi collection. It’s like American Idol, but for clothes. Here’s what we’ve seen so far:
A video posted by Tommy Hilfiger (@tommyhilfiger) on
May the best bomber jacket win. (We’re torn between 1 and 4.)