London Fashion Week closed its doors to the public with a big slam, the Tommy Hilfiger extravaganza. The rock band-musical concert theme was staged at The Roundhouse in North London, a venue that has seen the Doors’ first concert in 1968, in addition to David Bowie and Jimi Hendrix. As a teenage Hilfiger was inspired by British rock bands, “I started to come to London when I was a teen because I wanted to explore the whole lifestyle and I was obsessed with fashion,” he said this week. “They had a sense of style that was very different to anyone else.”
This is the first fashion show for the 66 year old designer in the British capital for two decades, yet another designer to adopt the UK as their fashion show venue. Giorgio Armani staged his Emporio Armani show earlier in the week, the first in a decade.
The fashion show in all its hoopla wouldn’t have been possible had it not been for guest of honor Gigi Hadid and 37.5m IG followers that were able to live-stream the event. She also brought along her sister Bella and brother Anwar to walk the show with her. The third collaboration between the designer and model is still going strong.
The see-now buy-now show, was immediately available for sale.Last season the jeans worn by Gigi Hadid were sold out before the runway show ended. In addition to finding the items on the website for immediate sale the brand adopted the ‘click-to-buy’ function on all their social media platforms, Facebook, Twitter, Snapchat and Instagram. Tommy Hilfiger has been an early adopter of social media as a marketing tool.The strategy has so far worked luring millennials to the brand in a language that speaks to them.
Sales at Tommy Hilfiger are up 7% in 2016, interestingly the brand is not owned by the designer, it was sold to Phillips-Van Heusen in 2010 (the brand also owns Calvin Klein) for 1.95 bn. The designer is still principal designer and visionary though.