Tommy Hilfiger is celebrating the launch of its collection with actress Zendaya, which is to be unveiled at Paris Fashion Week tomorrow, by encouraging social media followers to post branded Instagram Stories.
Ahead of the upcoming launch of the TommyXZendaya collaboration the label is partnering with app Unfold, which creates templates for Instagram Stories, on a series of 15 Tommy-branded templates that include prints and logos.
Upon using the Unfold app users can select the Tommy group of templates, and from then work on top of them by adding their own imagery and copy. Designs include variations of the Tommy Hilfiger logo, as well as colorful prints exclusive to the TommyXZendaya collection.
Templates will be available until March 12, while during the show tomorrow, Unfold will take over the brand’s Instagram Stories coverage.
Tommy Hilfiger’s fashion week presentations have become the brand’s platform of choice to test out new technologies that further invite its audience – whether watching the show in person or at home – into its universe. For example for its spring 2018 show in Milan, Formula 1-inspired TOMMYNOW DRIVE, attendees could scan QR codes to unlock more content on the collection and the manufacturing of a Mercedes racing car.
Last year the Current Global’s Innovators podcast spoke to Avery Baker, recently departed chief brand officer at Tommy Hilfiger, on the brand’s innovation strategy and how risk and authenticity play major roles in achieving it.
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