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Tommy Hilfiger Is Taking His See-Now, Buy-Now Spectacle to London

The American designer and Gigi Hadid are closing London Fashion Week in September.
Dynamic duo Tommy Hilfiger and Gigi Hadid. Photo: Courtesy

Dynamic duo Tommy Hilfiger and Gigi Hadid. Photo: Courtesy

After throwing "Tommy Pier" in New York and "Tommyland" in Los Angeles, designer Tommy Hilfiger has announced his plans to take his traveling see-now, buy-now fashion show to London. Dubbed "Tommynow," and described by Hilfiger himself as a "rock-and-roll world tour," the anticipated spectacle will close out London Fashion Week on Tuesday evening, Sept. 19 at the Roundhouse, a famous concert venue in Camden that's hosted the Rolling Stones, The Beatles and Jimi Hendrix during the late '60s.

The London show will debut the Fall 2017 collection of Tommy x Gigi, which will be Gigi Hadid's second-to-last collaboration with the Tommy Hilfiger brand, as well as premium womenswear pieces from Hilfiger Collection and heritage-inspired menswear pieces from Hilfiger Edition. This will be the first time that the American brand will showcase men's and women's collection together on the runway since 2010. Upon the show's kickoff, everything featured on the runway will be live-streamed, as well as shoppable among select Tommy Hilfiger stores, retail partners, the "Tommynow" app, Facebook Messenger (via chat bot TMY.GRL) and Yay, technology.

"It's about celebrating the connection between fashion and pop culture with experiences, performances and inspiring interactions that are designed around our consumers," said Tommy Hilfiger on his upcoming runway show in an official statement. "We look forward to celebrating the rebellious spirit and star-studded glamour of rock-and-roll in London for Fall 2017."

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While "Tommy Pier" was literally a carnival at the South Street Seaport in downtown Manhattan, and "Tommyland" was like a mini-music festival for Venice Beach visitors, we're wondering how exactly Hilfiger will spin London's historic music scene into a full-fledged fashion experience? Perhaps a performance from Mick Jagger? After all, the designer and the Rolling Stones do go way back. We'll update this post as soon as we learn more.

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