TOMMYNOW continues to lead a new era in the democratization of fashion, pushing the boundaries of “See Now, Buy Now” immediacy through an experiential fashion show along Los Angeles' iconic Venice Beach.
The runway will feature immediately shoppable looks from the second ‘TommyXGigi' collection designed in collaboration with supermodel Gigi Hadid, who will also headline the event.
Dubai, UAE, February 8, 2017: Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces Spring 2017 TOMMYNOW, the brand's second in-season fashion show, takes place on Wednesday, February 8th, 2017 at “TOMMYLAND” in Venice Beach, Los Angeles. Celebrating the fusion of fashion with California-inspired music and creativity, “TOMMYLAND” becomes the ultimate West Coast fashion festival, set against the iconic Venice Beach sunset. Continuing Tommy Hilfiger's leadership in the “See Now, Buy Now” runway model, all looks from the Spring 2017 show, including the second TommyXGigi collection designed in collaboration with Gigi Hadid, will be immediately available to purchase across all sales channels in more than 70 countries around the world.
“TOMMYNOW is about inclusivity, celebrating pop culture, and connecting to our global consumers in an authentic, personalized and powerful way,” said Tommy Hilfiger. “We launched the TOMMYNOW platform in September because we are the brand that breaks conventions, puts the consumer at the heart of our business, and believes in creating fun, inspiring experiences that fuse fashion and entertainment. For February, we are pushing the boundaries even further with a one-of-a-kind festival event that celebrates the youth culture and California spirit that inspired our collection this season.”
For February, Tommy Hilfiger will become the first brand to launch 3D image recognition commerce on the runway, introducing a seamless and literal way to shop the TOMMYNOW show. Consumers can use the custom branded “TOMMYLAND” SNAP:SHOP app designed in partnership with top visual search technology developer, Slyce, to shop from photos of 3D moving images, such as models walking the runway or product in store, or 2D images such as ad placements and editorial shots.
In addition to SNAP:SHOP, the Spring 2017 runway looks will be available to purchase through the brand's global wholesale network and own retail channels, tommy.com, social media content, shoppable live stream, and the A.I. powered TMY.GRL conversational commerce bot. Expanding on the personalized Facebook Messenger CHAT:SHOP experience, TMY.GRL has evolved into a virtual stylist for Spring 2017, creating look recommendations based on consumers' preferences and their event occasions.
Further building on Hilfiger's vision to democratize fashion, in the lead-up to the show, consumers were given a role in the collection process. The “❤ to be Part” co-creation initiative used social media to crowd source design input from consumers on select looks. The final four designs will premiere on the runway as part of the “See Now, Buy Now” fashion show, and will be immediately available through tommy.com.
The TOMMYNOW event will start with the Spring 2017 runway show for over 3,000 guests, including 2,000 consumers and 1,000 press, buyers, VIPs and industry influencers, taking place at 5:00 p.m. at “TOMMYLAND.” Inspired by festivals that celebrate creativity and inclusivity, from Coachella to Burning Man, “TOMMYLAND” will feature graffiti murals, light installations, rides, and performances from local roller-skaters, fire acts and acrobats. “TOMMYLAND” includes the TommyXGigi pop-up shop, a Tommy Hilfiger vintage shop curated by Frankie Collective, and a mix of eclectic vendors that share in the co-creation spirit of the Spring 2017 collection. Guests will also be invited to enjoy classic festival foods from a selection of L.A.'s best food trucks curated by Smorgasboard.
#TOMMYNOW coverage will be accessible through the brand's social media channels and online at tommy.com.