Last September, in Manhattan, American fashion designer Tommy Hilfiger and Gigi Hadid unveil another fruit of their collaboration. A really trendy collection. Rather three times than one. That’s what Tommy Hilfiger said about his collaboration with Gigi Hadid. Indeed, after a first successful fashion partnership and a stock sold in record time, Gigi Hadid and the designer have confirmed that their collaboration will be renewed for at least two additional seasons.
“Immediately seen, immediately bought”
This is the first collection that this giant textile presents with the concept “see now, buy now”, in other words “immediately seen, immediately bought”, which is a stir for some months already in this industry. Everything is under control: the creator has joined the services of top Californian model with 22.5 million subscribers on Instagram to develop this unique collection and ensure record fallout.
A truly refined and insightful strategy, as the successful supermodel will continue to participate in the creation of Tommy Hilfiger’s Spring-Summer 2018 “Tommy x Gigi” collections. In addition, she will retain its role as brand ambassador for women’s ready-to-wear lines. The recipe for success? A perfect match between the designer and the top model, because Gigi Hadid is the “Tommy Girl” by excellence. Her casual and effortless style is totally in line with the “feel good” DNA of the American brand.
He also perfectly masters his speech on this issue, even arguing that it comes from the will of the consumer. He will go further and accompany his strategy with a proper hashtag, #TommyNow, and an extravagant show thought of as a funfair “TommyPier” on a New York jetty. An event for which he has for the first time invited 50% of fashion professionals and 50% of consumers.
A rather unusual opening for the brand, but which is very strategic since, between the rides and the hot dog stands, the public can actually order online the entire collection that is presented. The main issue were focused around clothing: how to propose something that people will want to buy almost instantaneously, at the moment T? The answer is provided by Gigi and her friends Binx Walton and Taylor Hill who present a collection shaped for commercial success. Hooded hoodies or fake fur, navy spirit declined on deck pants and cabs with big golden buttons, sailor twisted in sports jerseys, oversized teddy jackets … everything is designed to make you want to have it.
A transition season hiding great perspectives
These are the usual codes of the brand, declined with what it takes in terms of modernity to feel like it. To arrive at a parade with fifty looks, Tommy Hilfiger had to mix pieces from the collection of Gigi Hadid to those of his own winter collection, models already presented during the previous fashion week and others made since. We get lost. What we understand is that it is not summer, not full winter either and that can be acquire right away.
But if the future of fashion is to present iconic essentials subtly rehabilitated, where is creativity going? “We’ve always had iconic pieces, but that’s what we do season after season that is interesting. We do not invent anything with a perfecto, it’s the way we redesign that counts”, said the stylist in his offices overlooking the Hudson. How to last on this new model? “It’s a transition season and we’re the first to do that … But the only person who matter is the consumer, and what he wants is to buy what she sees on the social networks, everyone will have to go for it.”
We cannot wait to find out what is in store of this talented duo for the upcoming seasons.