There has not been this much excitement around the brand Tommy Hilfiger since — oh, let’s say 1995 or so. You know, the year Gigi Hadid was born.
Tonight, the brand presented its latest collection, featuring the hotly anticipated TommyxGigi line, in Lower Manhattan’s South Street Seaport, which was transformed into “Tommy Pier” — a carnival-like site “designed to make you smile,” as the brand said in a press release. There were games inspired by Gigi, booths named after Hilfiger’s family members, and, naturally, a 40-foot Ferris wheel covered in neon lights glowing under Downtown’s dusky office towers.
Capitalizing on the excitement, the entire collection was live-streamed on Tommy.com, and is “see now, buy now” — that is, shoppable on the same day the models stride out onto the runway. In fact, items from the collection went on sale before the show’s scheduled start time of 7 p.m. — and by 7:20, some were already well on their way to selling out.
The leather-and-wool overalls? Sorry, two sizes already sold out. Nautical hat? Hope you’ve got a small head. Frankly we’re kind of surprised the criss-cross striped sweater (that New Yorkers have surely seen on the bus stop ads), is still in stock.
It’s tempting to draw parallels between the show’s location —the Seaport has recently enjoyed a makeover from abandoned fish market-turned-shopping mall, into a thriving destination — and the turn Tommy Hilfiger seems poised to make — with its golden girl Gigi out front. The brand that dominated ′90s fashion with its canny mix of aspirational preppy and hip-hop cred hasn’t been hot for a while. But with the last few years’ infatuation with ‘90s style, and the elevation of streetwear, means it’s the perfect time for Tommy to stage a don’t-call-it-a-comeback. Mark our words — in six months, all the Instagram hotties will have Tommy Hilfiger undies accidentally-on-purpose sticking out of their waistband.
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