Style & ShowbizFashion

Tommy Hilfiger's 'InstaPit' for NYFW

Tommy Hilfiger's 'InstaPit' for NYFW

Tommy Hilfiger is encouraging social media users to attend his show by creating an 'InstaPit' during his New York Fashion Week presentation.

The American designer is to hold his Spring/Summer 16 presentation in the Big Apple on 15 February (16), returning to the Park Avenue Armory venue. With the internet playing such a big part in the industry nowadays, Tommy is creating an exclusive space for keen Instagram users to capture looks on the runway. It's hoped this idea will reflect the brand's true vision and help make the show more accessible.

“Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone - from guests in New York to our global fan base watching via live-stream and on social media,” Tommy said in a statement.

Tommy promised to the New York Post newspaper that his next show would be a "big production" after having 954 million hits on social media with his last preview. He's also planning to bring in more big models after including the likes of Gigi Hadid and Kendall Jenner last season.

“I mean, why not have the best models with the biggest following? They bring their fan base with them wherever they go," he noted.

This isn't the first time the fashion star has dabbled in technology when it comes to his line. For his Spring/Summer 16 presentation in 2015 the Hilfiger Collection show included a 'Twitter Halo', with models like Gigi and Suki and Immy Waterhouse each taking part in 360-degree videos which were shared online in real time. Alexa Chung and Georgia May Jagger also got involved by popping into the 'Vine 360 Booth' backstage, which were uploaded onto the video network Vine.

And for the Autumn/Winter 14 show Instagram was included by setting up an 'InstaMeet', allowing 20 local Instagram users to watch the show.

Cover Media