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 The show - dubbed "TommyNow" - represented
Hilfiger's third collaboration with Hadid, with whom he designed
the "TommyxGigi" collection that was on display at Tuesday's
event, in addition to the Hilfiger label's spring/summer 2018
styles.
The collection was a rock and grunge-infused take on the
traditional "preppy" styles - clothing associated with upmarket
U.S. schools and universities - that have come to be associated
with Hilfiger.
These included cheerleader skirts and letterman jackets, offset
with studded leather shoes and thigh-high socks, as well as
T-shirts and woolly hats reminiscent of 1980s rock band tour
merchandise.
"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 way,” Hilfiger
told Vogue magazine before the show.
Hadid, who has over 35 million Instagram followers, was one of
the highest-profile models to grace the London Fashion Week
catwalks this season.
She was joined by her sister Bella and brother Anwar, in a show
that saw models walk through the audience as well as on the
runway which ran through the center of the venue's 'in the
round' stage.
Hilfiger's show was a "see now, buy now" event - a recent trend
in the fashion industry that sees labels make outfits displayed
in catwalk shows available to consumers to purchase immediately.
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Viewers watching the event live online were able to click on any
outfit they chose and purchase the items right away.
Held in London's Roundhouse concert venue, which over the years has
played host to the likes of Jimi Hendrix, The Rolling Stones and
Pink Floyd, the show was the latest incarnation of the pop-up
carnivals Hilfiger has staged during the last two seasons.
Hilfiger's autumn 2016 "Tommy Pier" show in New York featured a
Ferris wheel and a range of fun-park amusements, while "TommyLand,"
the spring show held in Los Angeles this year featured roller
skaters, skate boarders, acoustic musicians and fire-breathing
performers.
Hilfiger is one of the best-known names in the U.S. apparel
business, with over 1,600 retail outlets in the Americas, Europe and
Asia. The company, which is now owned by clothing giant PVH,
reported global retail sales of $6.6 billion in 2016.
Hilfiger, along with Italian label Emporio Armani, were the most
prominent international brands that chose to forego showing
collections at other fashion weeks - New York and Milan respectively
- to participate in the London event this season.
Their participation gave the event a boost, as Britain's fashion
industry - which experts say contributes £28 billion ($37 billion)
to the country's economy - faces uncertainty as the UK negotiates
its exit from the European Union.
($1 = 0.7404 pound)
(Writing by Mark Hanrahan in London)
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