Following the success of the Fall 2016 and Spring 2017 collaborative collection’s, model Gigi Hadid will continue to co-design for another two seasons as the brand’s global brand ambassador. The Fall 2016 show, took place at New York’s South Street Seaport and created a carnival experience, “TommyPier” which was then transitioned into the collab’s Spring 2017 show on the boardwalk of Venice Beach. The Spring “Tommyland” show was inspired by the West Coast.
“Gigi is a force in the fashion industry and the ultimate Tommy Girl. Her positive, down-to-earth energy and cool, effortless style continue to captivate her audiences around the world. I have loved designing the Tommy x Gigi collections with her and I look forward to continuing our partnership for another year”, Hilfiger stated on their renewed partnership.
Their partnership has connected the brand to a younger consumer base and exceeded expectations since its initial launch showing increased social media exposure and double-digit sales growth as stated by the brand’s CEO, Daniel Grieder. The collaboration’s success is also said to be from their global runway see-now-buy-now platform, TommyNow. Hadid was the first celebrity, Hilfiger has co-designed and shared a label with, despite collaborating with other big-celebrity names over the years.
Hadid’s excitement on the continued partnership, “Collaborating with Tommy has been inspiring and an amazing introduction to the world of design. We’ve loved presenting our collections directly to our fans on the runway each season — it has been such a memorable experience that has been exciting to share with my followers.”