LFW closes with ‘TommyNow’
Last night, LFW SS18 closed with a spectacular catwalk show from Tommy Hilfiger, his first catwalk at LFW in 20 years. The location was key to this spectacle, the iconic Roundhouse in Camden hosted the collection, aptly named ‘TommyNow: Rock Circus’. The collection featured heavy tartan and was based on the grungy preppy look of the 90s and the merging of US hip hop and British rock references. The collection has a strong sense of fun and energy, model Jourdan Dunn danced passed avid front row goers.
Gigi Hadid opened the show in denim cut off shorts and a floor length tartan coat, her sister Bella and brother Anwar also walked for the American brand.
Hilfiger has a very strong vision for the label and realises the importance of engaging customers and the media – “I don’t want to bore my fans or my audience. I’d rather excite them and do something different or unexpected and disruptive.” (The Telegraph) Hilfiger believes that “If we don’t keep evolving and reinventing we get lost in the past” (ES) – the brand must keep changing and offering people a new exciting aspect to keep it current in today’s fashion market.
The collection is the third collaboration between Gigi Hadid and Hilfiger and this partnership utilizes the social media such as Instagram, on which Hadid has 35 million followers, making the collection and collaboration a much anticipated show this LFW. The new TommyNow ‘Snap App’ allowed viewers to shop the range immediately. The collection was a prime example of ‘see now buy now’ with the public and press being able to also purchase their favourite garments in the Roundhouse. “Tommynow continues to put the consumer at the heart of the event, fusing fashion, pop culture and entertainment, and connecting with our global fans in an authentic was.”