'TommyNow': Californian cool and music festivals inspire Tommy Hilfiger

On Wednesday February 8, the Tommy Hilfiger brand organized its second "TommyNow" show, which pushed the boundaries of “See Now, Buy Now" even further. The fashion house's 2017 spring collection as well as its second "TommyXGigi" collection created in collaboration with Gigi Hadid were unveiled in Venice Beach, Los Angeles, to the delight of the thousands of guests invited to the event.

In the wake of Tommy Pier, which was held in Manhattan's South Street Seaport last September, Tommy Hilfiger has continued with its drive to make fashion more accessible with a festive show organized in the paradisiacal setting of Venice Beach.

Welcome to Tommyland

Complete with a beach, a sunset, palm trees, acrobats, skaters, food trucks, theme park attractions, graffiti, and performances, the brand brought its guests to a truly festive space to present its new collection, along with the latest pieces from "TommyXGigi," all of which were available at the end of the show.

Tommy Hilfiger also broke new ground with a new personalized application -- TOMMYLAND SNAP:SHOP -- that allows users to purchase pieces displayed in moving 3D images: a chance for the 3,000 guests, which included 2,000 consumers, to obtain pieces from the new collection by simply taking a snapshot of the models.

Californian cool attitude

Young, relaxed, chic, bohemian and a touch sporty, Tommy Hilfiger's new collection mingles fashion with the music and creativity of California. It goes without saying that festivals like Coachella are at the heart of this new collection, which features ample sweatshirts, teddies, jeans with embroidered logos and patchwork, mini-shorts and lots of fringes. 

Tommy Hilfiger's traditional colors — navy, white and red — striped fabrics and the American flag dominated in this laidback chic collection.

Another feature was the swimwear, which blended perfectly with the read-to-wear collection and long print dresses that added a bohemian touch.


An abundance of star models

Along with Gigi Hadid, who closed the flamboyant show, large numbers of star models were on hand to present the two new collections in Tommyland.

Gigi's sister and model in vogue, Bella Hadid, was on the catwalk, as were Hailey Baldwin, Romee Strijd, Joan Smalls, Valery Kaufman, Camille Hurel, Lineisy Montero and Pauline Hoarau, to name but a few.
The new collections are already on sale in stores in more than 70 countries around the world.