"See now, buy now" is in full effect, people. And on Friday, Sept. 9, Tommy Hilfiger will apply the buzzy industry practice towards his own show at New York Fashion Week. The designer, known for his elaborate runway sets, will take over Pier 16 at South Street Seaport and transform it into "Tommy Pier," a full-on fashion-themed carnival, reports WWD.
"Tommy Pier" will be fully equipped with the traditional trappings of a carnival: food, games, rides and, of course, a 40-foot Ferris wheel. Hilfiger will host his first consumer-facing runway show that Friday evening at 7 p.m. EST, which will include Gigi Hadid's anticipated collaboration and select pieces from the brand's fall 2016 collection. The show will be live-streamed and shoppable on Tommy.com. In addition, all Tommy Hilfiger retailers and locations across the globe will have everything available for purchase. (As for its spring 2017 collection, the company will privately show it to buyers and editors.)
The runway show will welcome a whopping 2,000 guests to "Tommy Pier," half of which will be open to consumers. The brand plans to distribute its free tickets to loyal customers (aka members of "The Hilfiger Club"), via NYC Go and select print media partners, who will most likely run some e-newsletter sign-up scheme for a chance to win tickets.
If you're not one of those 2,000 guests on Sept. 9, you're still in luck. "Tommy Pier" will remain open to the public the following day (a Saturday) from noon to 9 p.m. with Tommy x Gigi pop-up shops, another shop offering vintage Hilfiger items, a record store and a salon stop offering nail art and temporary tattoos.
We know. It's a lot. But doesn't it sound like fun?