Tommy Hilfiger, owned by PVH Corp., said Tuesday it is continuing its relationship with supermodel Gigi Hadid, who serves as the global ambassador for Tommy Hilfiger women’s wear, for spring. The deal spans apparel, footwear, accessories and fragrance.
Following the inaugural fall collaboration and the launch of the Tommy x Gigi collection at New York Fashion Week, Hilfiger and Hadid will codesign a second collection with a new twist: the “❤ to be Part.”
They are inviting consumers to contribute to the collection by deciding and voting on their favorite styles. The winning pieces will be produced and sold globally as part of the #TOMMYNOW fashion show in February 2017, with all looks instantly available the moment they hit the runway.
For a 10-day period from Oct. 21 through Oct. 31, 14 designs — including polos, denim, bombers and hoodies — are being revealed on tommy.com, Hilfiger’s social media channels and through a media partnership with Refinery29.com. Consumers are being invited to vote for their favorites and the top four styles will be produced as part of the Tommy x Gigi collection. The looks will be shown on the runway in February, and available instantly to consumers globally.
During Hilfiger’s September showing of Tommy x Gigi, the brand experienced high-double-digit growth in retail and e-commerce performance versus the same period last year. There was a 900 percent increase in traffic to tommy.com overall in the 48 hours following the show — more than 70 percent of visitors during this time were new to tommy.com. The show took place at the South Street Seaport, where the designer created a carnival with a fashion show, rides and games for consumers and the industry. The carnival was open to the public the following day.