To say that there were many moving parts to Tommy Hilfiger’s spring TommyNow see-now-buy-now extravaganza would be not only a bad pun — the show, titled Drive, was race-car themed — but a massive understatement. An extraordinary amount of things have to fall in line to make these massive shows a success — it’s astonishing and remarkable that they have. Then again, Hilfiger runs a well-oiled machine.
Hilfiger has managed to capitalize on the see-now-buy-now moment in a way no other designer has by committing to it on another level from a production, design and delivery perspective, and by making it a social/digital tidal wave triggered by the power of Gigi Hadid, who collaborates on the Tommy x Gigi capsule collection. One hundred percent of the men’s, women’s and Gigi collection were available to purchase online the second they hit the runway. By the following morning, the collections will be shoppable in 20,000 physical points of sale. The whole shebang has dovetailed serendipitously with the revival of streetwear, logomania and Nineties nostalgia, which Hilfiger has major rights to — he was one of the original kings of logo-fied street gear the first time around twentysomething years ago. Oh, and earlier this month
Follow WWD on Twitter or become a fan on Facebook.Read More…