Gigi Hadid at the Tommy Hilfiger Spring 2017. Courtesy of Tommy Hilfiger
Is it really Gigi Hadid‘s third collection for Tommy Hilfiger? Time flies when you’re having fun, and clearly the collaboration between these two fashion forces is a blast. Ahead of the brand arrival in London to unveil its third see-now, buy-now collection during LFW, it has given us a teaser of what we can expect to see, showing Hadid styling, designing, and doing what she really does best: rocking the collection.
But this foot-tapping clothes-cum-music video is just more than just that. It’s a clever way for the fashion house to evolve the new structure that it was among the first to adopt last year. Giving previews in this way means that the brand isn’t solely reliant on the social-media buzz surrounding the show, and rather employs a touch of the psychology of the traditional structure, when consumers knew what they wanted from the shows but had to wait for it to land.
As per the rules of the runway-to-retail concept, the collection will be on sale immediately following the show on Tuesday, September 19 at Camden’s Roundhouse from the brand’s website where, incidentally, if you like what you see so far, you can sign up now to buy it when it lands.
