The second collaboration between Tommy Hilfiger and Gigi Hadid – the sunny all American SS17 range revealed on February 8 – reached unprecedented sales heights as the capsule collection sold out in the U.S. less than 24 hours post runway. The show was of course the second of Hilfiger’s to adopt the wildly successful See-Now-Buy-Now model where the love-worn 60s and 70s inspired pieces were available to purchase straight after the show.
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In Australia, where the TommyXGigi range is stocked in Myer, David Jones and Tommy Hilfiger stores, the top three best-selling items in the first 24 hours included a Gigi Hadid Raglan bomber (with signature Tommy red and new-season influencer-designed patchwork), a Ringer Tee and a navy polo.
“I guess my first inspiration was the energy of a Californian summer, for the colour palette especially,” Hadid told GRAZIA Australia. “Then, I did pieces that would fit into my spring and summer days. I wanted them to be easy to style on-the-go.”
Garnering in excess of two billion social impressions on his first See-Now-Buy-Now Fall show in September 2016, the new sales record can be credited to the hype surrounding the SS17 show on social media. Hilfiger not only uprooted his NYFW show to Venice Beach in Los Angeles but invited 2000 consumer guests and Instagram influencers next to a mere 1000 fashion professionals. The digestible, relatable designs reached even the most modest consumer. And with Hadid (with 29.4 million followers and counting) fronting the campaign, Hilfiger’s plan was flawless.
“It’s classic and relatable,” explains Hadid. “I think anyone can wear it and mix it with different classic/vintage pieces to get a fun, cool, easy summer look.”