social media

From Gigi’s Snapchat to that InstaPit: all of Tommy Hilfiger’s digital #NYFW plans


News of Tommy Hilfiger’s InstaPit and express Apple Watch line during New York Fashion Week may have hit the headlines already, but the all-American brand is also turning to multiple other digital strategies when its autumn/winter 2016 show takes place on Monday, Feb 15.

The 1920s nautical-themed collection will also herald the launch of the designer’s Snapchat in collaboration with supermodel Gigi Hadid and a dedicated GIF booth backstage. Here’s the complete lowdown on each of the plans:


InstaPit: Tommy will install a dedicated Instagram Media Pit as a space for Instagrammers (we presume influential ones particularly) to shoot the show as it hits the catwalk. “The concept encourages a digitally-savvy approach to generating runway photography and reflects the brand’s ongoing vision to further democratize the show experience,” reads the statement. It is of course, also a smart move to ensure increased quality control on what’s being put out about the brand to the audiences that matter.

Snapchat: The brand’s Snapchat feed will launch in collaboration with Gigi Hadid, who has been announced as global brand ambassador for women’s apparel, footwear, accessories and fragrance. She will help provide unfiltered, real-time snaps – broadcasting the best of backstage, the rehearsal and final seconds before the event begins.

Apple Watch: Tommy is helping to launch the new GPS Radar Apple Watch app, which allows guests to access their show tickets, update RSVPs and scan into events. Any attendees with it downloaded ahead of the Tommy show will be able to access a dedicated “fast lane”, enabling them to skip the queue at the Park Avenue Armory venue. They’ll also get key imagery from the show, front row and backstage.

Animated GIFs: To echo the theme of the show, a 1920s-themed cinematographer will invite guests to have bespoke GIFs taken against the set. They’ll receive a link to share online, as well as an actual photographer to take away with them in real life. Meanwhile, a dedicated GIF booth backstage will invite models, guests and press to create their own bespoke animations to go out across Tommy’s Twitter and Weibo channels. They will also be able to share them themselves across Instagram, Facebook and WeChat.

The Conversation: The brand also continues with its live social media feed pulling in real-time content tagged #TommyFall16 from models, influencers and friends of the brand, on It will be accompanied by a live-stream of the show, as well as further video content.

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.

Leave a Reply

Your email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.