GIGI AND TOMMY: After causing a social media stir when she walked down Tommy Hilfiger’s Mustique-inspired runway in a crochet bikini last September, Gigi Hadid has been named the label’s global brand ambassador, beginning fall 2016.
As part of her role, Hadid will collaborate with Hilfiger on a capsule collection that will include a fragrance, women’s sportswear, footwear and accessories. The model will also walk at Hilfiger’s fall 2016 show during New York Fashion Week and attend launch events to promote the capsule collection in key markets.
The collaboration aims to blend the model’s Millennial take on fashion with Hilfiger’s classic American heritage.
“Tommy is the easiest person to work with. I think our collection celebrates the iconic Tommy lifestyle and mixes hippie-chic with sporty and tomboy styles. There’s something everyone can relate to,” said Hadid.
Following his spring 2016 runway show in New York, Hilfiger noted the social buzz Hadid’s participation created around the collection.
“We were the most viewed show on Snapchat, and we’ve been having so many requests for the crochet bikinis and everything else Gigi wore. She is the definition of today’s ‘Tommy Girl’ given her optimistic personality and effortless, confident style,” he said.
Hadid’s wide social following, which includes more than 9.8 million followers on Instagram, will allow the label to expand its reach. A dedicated campaign — #TOMMYXGIGI — across all social media platforms is already in the works to promote the partnership.
The announcement is in line with the company’s new strategy to expand its women’s business globally, with renewed design direction, merchandising and communication strategies.
Both the capsule collection and fragrance campaigns will run later next year, alongside the brand’s seasonal campaigns and men’s tailored and underwear campaigns featuring Rafael Nadal.