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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.

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Twitter Mirror arrives at fashion week with Matthew Williamson

twittermirrorMatthew Williamson is introducing the Twitter Mirror backstage at its London Fashion Week show this season.

Already becoming a regular feature of events such as The Grammys, The Oscars and even NBA games, this is a tablet usually positioned off-stage that enables celebs to snap selfies and autopost them to the event in question’s Twitter feed.

This will be the first time it is used at a fashion week. Williamson will have it set up for models to interact with in the build up to Sunday’s show. Each shot will be placed in a bespoke frame by the designer that reflects the new autumn/winter 2014/15 collection and its inspiration.

According to the brand’s head of digital, Rosanna Falconer, the aim was to give fans of the brand access behind-the-scenes in much more of a natural way than ever before. In previous seasons, Williamson shows have seen Vine used to reveal the details of the collection in real-time. Without intending to be, the best ones have always been when the models wearing the looks have been a little cheeky.

“This time we wanted to strip away the camera and the photographer, so it was just the models left, and see what we ended up with,” said Falconer.

Vine will be used during the show itself, with three posts revealing key pieces in full narrative – from sketch, to beading and final look. The brand will also continue its #ohmw campaign, handing out props branded with the hashtag to encourage attendees to similarly tweet and Instagram photos of themselves.