Though rooted in classic Americana and the brand’s signature bold color palette, each TommyxGigi collection has followed a specific theme, somewhat related to the place Hilfiger and Hadid were hosting their show: The first one was New York, where they presented a carnival-inspired event on a pier the second was in L.A. “It’s strange when something comes out and see all the celebrities wearing it but they can’t get it," added Hadid. Plus, the “immediate gratification” of a “see now, buy now” model has resonated with the customer, according to the designer: “They see it-especially when they see it on Gigi-they want to wear it immediately, so we’re giving them that opportunity.” He acknowledges that “it’s very difficult for a company” to switch over the production, since it essentially requires you to redo “your entire manufacturing calendar,” but in the case of TommyxGigi-when they were speaking to a younger audience, a global audience, and an audience that wants to copy Hadid’s each and every outfit as soon as possible-it made sense. Whether or not the 2018 customer gets the callback when they see the clothes on a hanger, the strategy seems to be paying off: In a post-#TommyxGigi landscape, “we have parents coming in and saying, ‘My daughter sent me in to buy a Gigi top or a Gigi jacket,’” said Hilfiger. That’s why it’s so exciting-I wanted to bring my own celebration of Tommy back.” “We get to have a taste of the stuff we missed. That came from the 22-year-old, who specifically set out to resurrect items from the Tommy Hilfiger archive in order to “make my generation and my fans excited about it again,” she said. So much of the recent Tommy Hilfiger collections, especially since Hadid signed on four seasons ago, have been self-referential: big logos, sportswear, and retro silhouettes…all pieces that feel as if they could’ve been thrifted, old-school Tommy Jeans. “I never want to be a brand that ages out,” he added. By signing on Hadid as a codesigner, the designer explained, the collections attracted a new audience-specifically, millennials-that might have heard of the label, but wasn’t necessarily shopping it. ![]() Since its inception, TommyxGigi has been a hit with shoppers-and Tommy Hilfiger is one of the few brands that not only was an early supporter of the shift toward a consumer-facing fashion show (i.e., one where all the items shown on the runway would be available for purchase right after), but also stuck with it…and successfully, at that.īackstage at the spring 2018 show, Hilfiger told Glamour that he likes to call the TommyxGigi “a ‘youthquake,’ because when Gigi joined us, she was like a magnet, bringing young people to. If another supermodel collab is in the works for the brand, Gigi's enormous success will undoubtedly prove a hard act to follow.Ĭheck out all the collection in the gallery above and shop it now at Tommy Hilfiger.Tommy Hilfiger and Gigi Hadid’s seasons-long, intercontinental, see-now-buy-now collaboration came to an end on the very last day of Milan Fashion Week, when the duo presented their fourth and final #TommyxGigi collection, in front of thousands of guests at a convention center (the largest one in Europe, according to its website). But it must have been an emotional for Gigi as she walked the runway hand-in-hand with Tommy Hilfiger for the final time. The show was a true family affair with Gigi, Bella and Anwar Hadid walking alongside their model friends. We totally fell for the micro color-block moto jacket, striped boob tube and wide-leg track pants worn by Winnie Harlow. The see-now-buy-now collection was all about leather, checkered-flag prints and, of course, a signature red, white and blue color palette. The space was fittingly transformed into a Formula 1 racetrack, with attendees getting the chance to pose with race cars, piles of tires and the Tommy pit crew. After releasing their Spring 2018 lookbook, power design duo Tommy Hilfiger and Gigi Hadid debuted their final, racing-inspired collection on the Milan Fashion Week runway.
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