The see-now-buy-now concept reached its climax with a live-streamed runway of sea-faring sportswear.
With every visual trope of boating life, from thigh-high denim shorts through cable sweaters and marine-cropped trousers, Tommy Hilfiger sent out a rollicking show. He commandeered a Manhattan pier, dressed it with burger and French fry huts, nail bars and a Tommy and Gigi store — the fruits of his collaboration with Gigi Hadid. The supermodel, who opened and closed the show, was an active ingredient in the TommyxGigi collection that was on sale, on line, the instant the show started.
Tommy had called this project “exciting and disruptive”, as he explained to me his belief in offering a collection with the instant gratification that today’s customers demand. Anyone sitting on the pier, press or public, might have been drawn towards these sporty clothes, bouncing along the worn boards — although there was nothing that we have not seen before as part of Tommy’s sporty looks.
It seems that every nice girl loves a sailor’s thick-knit sweater, a wool bomber jacket, a leather biker top and a boyfriend woollen top with an anchor piercing the breast line. Every symbol of the yachting world came down the runway, including the sturdy cape with brass buttons and embroidered wings. I had resisted paying $385 when I saw it on show in Gigi’s mini shop.
The show was fun, even without star guests such as Taylor Swift — in purple, thigh-high boots with matching lipstick - and the inevitable Kardashian clan. But will this #TommyNow collection incite and entice buyers just because of the selling speed?
The clothes were familiar, but fun: hoodies, basketball dresses, bikinis, bandanas and ankle boots worn over stockings, rising like seawater up to the thighs. Since the shop-now tags defined clothes for this Autumn season, fake-fur chubbies, pea coats and long woolly cardigans were interspersed with predictable seaside styles.
Was it a fashion revolution? Not really. Just a set of wearable, sporty clothes. But if Tommy and Gigi manage to set the digital tills ringing, good for them.