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Tommy Hilfiger to make limited edition runway styles shoppable at #NYFW

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Tommy Hilfiger is celebrating its 30th anniversary this year, and with it making two pieces walking its catwalk show at New York Fashion Week on Monday, immediately available to buy.

These limited edition commemorative styles include a varsity-inspired faux fur V-neck sweater in burgundy and oyster grey, and a zip-top oversized leather clutch in five colours. Both feature the brand’s milestone birthday emblazoned on them to match the heavy sports-themed autumn/winter 2015/16 collection.

Shown here are sketches of the sweater, as well as some of the other looks due to hit the catwalk. Fans following Tommy via social media will also be able to see snapshots of models wearing the looks at a pre-show backstage rally.

30th Anniversary Sweater_Burgundy

Some of those images will come courtesy of the Twitter Mirror. As with designer Matthew Williamson who used this in the past, this is a software application that allows the user (in this case the models), to take a ‘selfie’, edit it with a personalised comment and then share it via @tommyhilfiger. Bloggers and VIPs are also expected to participate.

Tommy will also be handing the reins of its Instagram account over to It-couple Olive Palermo and Johannes Huebl this season, following in the footsteps of Alexa Chung who did the same for spring/summer 2015.

The brand’s First Timers campaign, which brings a group of digital influencers to a fashion show for the first time, as also debuted in September 2014, will continue once more. On Monday that will include vlogger and filmmaker Charlie McDonnell, and Instagram and Tumblr photographer Bryant Eslava.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

2 replies on “Tommy Hilfiger to make limited edition runway styles shoppable at #NYFW”

[…] The fashion industry has struggled to solve the conundrum that building huge hype during fashion week season brings, when that tends to be six months before products hit the shop floor. Essentially, by the time the collections arrive, the shopper is already on to the next. Burberry was one of the first to make some of its line available for purchase immediately as far back as 2010, in response. Numerous other brands have followed suit since, including as recently as Tommy Hilfiger yesterday in New York. […]

[…] The fashion industry has struggled to solve the conundrum that building huge hype during fashion week season brings, when that tends to be six months before products hit the shop floor. Essentially, by the time the collections arrive, the shopper is already on to the next. Burberry was one of the first to make some of its line available for purchase immediately as far back as 2010, in response. Numerous other brands have followed suit since, including as recently as Tommy Hilfiger yesterday in New York. […]

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