For its second “see now, buy now” collection, Tommy Hilfiger created a theme park-style consumer-facing catwalk extravaganza in California’s Venice Beach.
Tommy Hilfiger’s second “see now, buy now” collection hit the beach for spring 17, moving from New York to Los Angeles for another carnival-esque consumer-facing catwalk extravaganza.
Supermodels and internet “It” girls took to the catwalk, Lady Gaga sat front row and the clothes walked down the runway and straight into stores. Every look from both the Hilfiger Collection and the Tommy x Gigi capsule with model Gigi Hadid was available to buy immediately after the event.
The collection opened with nods to the 1990s throwback trend that is still going strong: colourful cropped tops, oversized polo shirt-cum-dresses and chopped-up Tommy were logos splashed across sporty separates.
Signature Americana was also heavily referenced as stars and stripes in various guises, patchworked across longline bomber jackets, woven into intarsia knits and decorating statement denim embellished with patches.
An easy Coachella boho mood came in the form of breezy patchwork maxi-dresses, teamed with edgy LA-style leather jackets, oversized sleeveless denim jackets and tasselled metallic mini-skirts.