TOMMY’S FIRST TIMERS: Tommy Hilfiger will return to the Park Avenue Armory for New York Fashion Week. For his spring show, which takes place Sept. 8 at 11 a.m., Hilfiger will introduce a “First Timers” digital program, which brings together digital influencers from the worlds of music, dance, architecture and travel to document the experience of viewing a fashion show for the first time. The “First Timers,” who will be revealed closer to the show, will each focus on a different element of the experience that combines their area of expertise with the world of fashion. The photos will be shared via their blogs and social channels, amplified over Hilfiger’s social channels and aggregated through “The Conversation” — a live social media feed running on and featured in real time on LED screens backstage at the show.

“We strive to develop digital programs that engage new audiences and embrace innovative social media pioneers,” said Avery Baker, chief marketing officer of Tommy Hilfiger Group. “Building on the spirit of democratization ingrained in Tommy Hilfiger’s DNA, the ‘First Timers’ program opens the runway to a well-established network of digital influencers, and invites them to share their unique artistic perspectives and compelling original imagery from the show.”

This story first appeared in the August 25, 2014 issue of WWD. Subscribe Today.

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