Tommy Hilfiger to hold fairground fashion show
Tommy Hilfiger is hosting his own fairground-style show for New York Fashion Week.
The famed designer is to create ‘Tommy Pier’ on Pier 16 in Manhattan’s South Street Seaport on 9 September (16), complete with a 40-foot Ferris wheel and various carnival games surrounding the catwalk, WWD reports. Guests will also be able to get their hands on typical fairground foods like cotton candy, doughnuts and hot dogs.
Hilfiger will use the set to showcase his Spring/ Summer 17 line and his new collaboration with model Gigi Hadid, the fall 16 Tommy x Gigi Collection. There will also be a live-stream on tommy.com to promote see-now-buy-now offerings. The exclusive Hilfiger Collection will also be on display, made up of famous pieces from the brand’s runway shows.
Around 2,000 guests are expected, half of which will be consumers who will be plucked through loyalty programme Hilfiger Club, free tickets via NYC Go, and through a partnership with select print media.
The day after the show (10Sept16) Tommy Pier will reopen for shoppers, with the catwalk presentation to be aired on big screens across the pier. There will be two Tommy x Gigi pop-up shops, nail art stalls, a record store and a vintage Tommy Hilfiger shop.
A fun approach to fashion is nothing new for designer Hilfiger; in 2015 he created a football stadium with an AstroTurf runway and a sandy beachfront, where Gigi stole the spotlight in one of his crochet bikinis. After this the 21-year-old model was named the brand’s global brand ambassador, with news of the capsule collection following not long after.
“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,” Hilfiger said shortly after the presentation. “She is the definition of today’s ‘Tommy Girl’ given her optimistic personality and effortless, confident style.”