The very in-flux institution that is New York Fashion Week continues to show signs of evolution, this time at the hands of one of America’s most iconic designers. Following on the heels of a much-hyped "Tommy Now" show this fall in collaboration with Gigi Hadid, Tommy Hilfiger announced that he'll be staging his spring 2017 show in L.A. this February, rather than New York.
"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," Hilfiger stated in a press release.
Taking place at 5 p.m. ET on February 8, Spring 2017 will mark the second see-now, buy-now show from the brand, as well as the second Tommy x Gigi collaboration. All looks will be immediately shoppable as soon as the show finishes via the brand's own sales channels, retail partners and social media.
Last season, Hilfiger's Hadid-fronted collection was presented in an over-the-top extravaganza at Pier 16 in New York that clearly prioritized fashion as spectacle for consumers rather than as a consideration for the fashion media. And as a way to reach new customers, his plan seemed to work. The designs were easily digestible to fashion fans, and publicity from the "Tommy Pier" carnival-themed show brought a 900 percent increase of traffic to tommy.com, 70 percent of whom were new to the site. Even Taylor Swift attended, and she almost never goes to fashion shows.
Building on the success he experienced in September, Hilfiger is likely to create just as much of a spectacle in L.A. this time around. The Venice Beach show is intended to reflect a "California beach lifestyle" exemplified by Hadid. "The Spring '17 collections were designed with a clear West Coast spirit, and Gigi and I have loved fusing elements of her California lifestyle and a music festival atmosphere into the second TommyXGigi collection," Hilfiger said.
Even though it will take place on the other side of the country from NYFW beginning the next day, more than 3,000 buyers, press and influencers are expected to attend the oceanside event. If last season was any indication, it'll be fashion as entertainment once again — and it will attract plenty of attention for that.
Also playing into the "democratization of fashion" angle, consumers are invited to participate in the design process by voting for their favorite TommyXGigi looks on social media in the weeks leading up to the show. The most popular designs will then be produced, shown on the runway and sold in February.