The fashion calendar is undergoing a major shake-up, and Tommy Hilfiger is the latest brand to join the movement. As Footwear News has been reporting over the past couple of months, a growing number of fashion labels, including Burberry, Tom Ford and Rebecca Minkoff, are changing up their strategies in regard to how they present their latest collections, moving toward a more consumer-friendly, buy-now-wear-now approach.
Or, as the Tommy Hilfiger team puts it, they are striving to “democratize” fashion.
Today, the company, owned by PVH Corp., announced it is redirecting its runway investment for the September fashion week. Instead of showing its spring ’17 collection to an elite audience of retailers, editors and tastemakers, the label will present fall ’16 product in a full-scale production viewable by both consumers and the industry through a multimedia broadcast.
And — perhaps most important — all merchandise will be available for immediate purchase across all sales channels.
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“I founded my brand to be accessible and inclusive, and I’ve always considered the consumer to be the most important aspect of our business,” said Hilfiger in a statement. “We’ve been building towards this for a long time, and the natural progression of this approach to democratizing the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”
For the September show, Tommy Hilfiger will unveil its capsule collaboration with model Gigi Hadid for the first time. The Tommy x Gigi collection will include women’s sportswear, footwear and accessories, including watches and sunglasses, as well as a new fragrance.
The September presentation will also include a curated selection of fall looks from the main Tommy Hilfiger line.
The bulk of the fall ’16 collection will debut on Monday, Feb. 15, during Tommy Hilfiger’s New York Fashion Week presentation.
And looking ahead, the brand said its spring ’17 women’s collections will debut to consumers for the first time in February 2017. For retail buyers and the media, it will stage private advance showings in September.