Tommy Hilfiger is placing its bets on Gigi Hadid once again: On Tuesday, the brand announced that the supermodel will continue her role as the brand's global ambassador for spring. This means that — hot on the heels of Tommy x Gigi's debut collaboration and New York Fashion Week show — Hadid will co-design a second collection of apparel, footwear, accessories and fragrance, due out in February 2017. This season, there's a new reason for shoppers to get excited: With Hilfiger's "❤️ to be Part" initiative, consumers will be able to vote to decide on the styles that walk the shoppable NYFW runway.
Through Oct. 31, the brand will roll out 14 product options on Tommy.com, its social media channels and via a partnership with Refinery29, inviting consumers to vote on their favorite styles. The top four pieces will be produced, shown on the catwalk and immediately available for global purchase following Tommy Hilfiger's #TommyNow runway show next season. (You got all that?) And the voting has already begun: On Tuesday, users flooded the brand's Instagram comments to cast their votes for their favorite of four bomber jackets.
In a release, the company stated that this new program "builds on Hilfiger's vision to democratize fashion," which, yes, is commendable, but we'd be remiss if we didn't acknowledge the massive commercial success that was Tommy x Gigi's first consumer-facing collection. With Hadid on board last season, the brand became the top digital label of NYFW on the day of its show, with over 411,000 engagements, according to the Digital Engagement Rating released by ListenFirst — that's a 36 percent increase over the brand's performance at NYFW the previous year. With those kinds of results, why wouldn't Hilfiger tap Hadid for a second round?