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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.

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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.

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Editor's pick social media

Non-fashion digital influencers to capture Tommy Hilfiger’s #NYFW show

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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.

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