In a continuing bid to democratise the fashion week experience, Tommy Hilfiger is giving a group of digital influencers from outside the fashion industry access to actively participate in their first ever show this season.
The First Timers campaign, as it’s being referred to, will see experts from the worlds of music, art, floristry, travel and architecture invited to document their different perspectives throughout the event on Monday September 7.
They include Amymarie Gaertner, Vine artist and talented dancer (music); Micaël Reynaud, award-winning GIF artist (art); Justina Blakeney, stylist and conceptual artist (floristry); Murad Osmanov and Natalia Zakharova, photographers, partners and world travellers (travel); and Nicanor Garcia, teacher and photographer (architecture).
Each will focus on a different element of the show to incorporate their personal areas of expertise. They will post across their own blogs and social feeds, as well as be amplified by the Hilfiger social channels. All of the coverage will also be aggregated through “The Conversation” – a live social media feed running on Tommy.com and featured in real-time on LED screens backstage at the runway show.
“Each season we strive to develop digital programs that engage new audiences,” said Avery Baker, CMO of the Tommy Hilfiger Group. “By introducing our First Timers program, our runway show is becoming an increasingly democratic experience, answering our consumers’ demands for immediate access and original information.”
The brand is also handing over the reins of its Instagram account to Alexa Chung on show day. The model and TV presenter will provide behind-the-scenes access directly from the Park Avenue Armory venue before, during and after the show, sharing everything from the models getting ready to sneak peeks of the key accessories, guests at the show and Tommy himself making last minute tweaks to the collection.
Backstage will additionally play host to a Vine booth where the models, VIPS and bloggers invited will be able to create bespoke 360º Vines for their followers.
For those wanting to gain their own little slice of access to the show otherwise, the brand’s social concierge campaign is continuing this season too. This offers anyone the ability to request bespoke assets from a dedicated team working on the ground as well as remotely – from an opening look of the collection to a close-up on a favourite accessory or even a handwritten message from one of the models.
The show takes place at 11am EST on Monday, September 7. The hashtag is #tommyspring15.