12 February 2017
Last Thursday, on the 8th of February, only one day away from the official beginning of the cold #NewYorkFashionWeek, Tommy Hilfiger & Gigi Hadid reunited on the other side of the coast in Venice Beach, under the friendly Californian sun, for the most wanted fashion event of the moment: TOMMYLAND – the biggest fashion festival on the West Coast, celebrating the Californian inspiration for music, art and creative spirit.
During the festival,Tommy Hilfiger presented the SS2017 collections, both from Hilfiger Collection and TommxyxGigi, with each piece from the “See Now, Buy Now” show being available for purchase immediately, including the desired collection TommyxGigi, created in collaboration with Gigi Hadid, who obviously was in the spotlight, not only as a designer, but also as a #runawaymodel.
“We were inspired by California – its youth and relaxed lifestyle,along with the festivals spirit, where music and style meet the pop culture heritage. Through our vision, we aimed to create typical #american pieces, with denim, western&bohemian applications, transforming everything in designs with a personal touch”, declared Tommy, referring to the insights of the SS2017 collections.
This is the second collaboration between the two, after the success of the first capsule collection #fallcollection and Gigi Hadid managed to claim the role as a brand ambassador, opening the presentation in a fresh outfit from the new collection. The new creations, designed for the new season to come, include not only pieces of clothing and shoes, but also accessories – sunglasses, belts, watches and jewelry and also perfumes, all of them making you feel like they are worth #todiefor. TommyXGigi celebrates the relaxed aesthetic style, specific for the West Coast in a authentic fusion with the classic Hilfiger signature, distinctive on the East Coast.
Inspired by the West Coast’s notorious art festivals (we all know #Coachella), with over 3.000 guests – including 2.000 fans and 1.000 press agents, buyers, VIPs and industry influencers – the audience assisted to a novel fashion experience. Between the details which are worth to be mentioned, The Tommy Vintage by Frankie Collective boutique, the snacks provided by the food truck company, Smorgasbord L.A., the impressive panoramic view over TOMMYLAND, the rides with Kamikaze & Landslide and the surprise concert ending the night.
The winner of eight Grammy trophies, Fergie, delighted the entire audience, from models (Bella Hadid, Joan Smalls, Sara Sampaio, Stella Maxwell) to celebrities (Lady Gaga, Sophia Richie, Kaia Gerber, Kris Jenner, Tobey Maguire) press and fans,with her biggest solo hits, including the new M.I.L.F.$ single, but also the most successful songs of the Black Eyed Peas.