Tommy Hilfiger brings the LA sunshine to Fashion Week

By

Susan Spies

Published
Feb 9, 2017

Tommy Hilfiger is pioneering the concept of the alternative fashion show.

Wednesday night, the US designer will eschew the catwalks of New York to launch ‘Tommyland,' an LA festival-style event, in California's Venice Beach. There, the Spring/Summer 2017 womenswear ‘Hilfiger Collection' will go on display amidst live music sets, amusement rides, food trucks and acrobatic shows. But perhaps the main draw for fashion fans will be the unveiling of supermodel Gigi Hadid's second ‘Tommy x Gigi' collaborative collection.

Hilfiger cited "inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences" as the reasons for opting out of the traditional runway show when he first announced the California event. "The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach."

So what can we expect this time around? We know that Hilfiger is participating in the #tiedtogether movement that will see members of the fashion industry sporting white bandanas as a sign of solidarity in the face of current political events.

And thanks to the brand's Instagram account, we know that the models were flown out on a dedicated ‘Air Tommy' plane, wearing matching bomber jackets. We've also been given a sneak peek at the instantly-shoppable Tommy x Gigi SS17 collection, which features crop tops, midi skirts, espadrilles, tank tops and embellished jeans in nautical, seaside hues of red, white and blue.

It looks like there will be lots of denim, and even some swimwear, if an Instagram photo of Hadid chilling in a pair of bikini bottoms is anything to go by. Shots of roller skates, ghetto blasters and palm trees hint at a retro vibe, but one thing is for sure -- it will be a world away from chilly New York.