Tommy Hilfiger moves coasts to launch latest collection

Tommy Hilfiger, working together with model Gigi Hadid, shows off his latest collection at a Tommy Hilfiger themed amusement park created for the runway show.

LOS ANGELES, CALIFORNIA, UNITED STATES (Reuters) – American designer Tommy Hilfiger has swapped coasts to present his latest collection – the second collaboration with model Gigi Hadid entitled ‘TOMMYxGIGI’. He staged the show in laid back Venice Beach, but didn’t hold back on the extravagance. The famous promenade, which is home to Muscle Beach, was taken over by ‘Tommyworld’ – a theme park for all things Tommy Hilfiger which had roller skaters, skate boarders, acoustic musicians and fire breathers around every corner. The show comes after Hilfiger changed his strategy and began upping the ante with the staging of his shows to make them akin to Victoria’s Secret runways. The strategy, which allowed consumers to buy items from the collection immediately rather than wait several months as is usual, paid off according to the designer. The shifting of the show from New York to Los Angeles was inspired by his collaborator, Gigi Hadid. The show was attended by Lady Gaga, and saw many of the red, white, black and blues expected from Hilfiger’s brand. It also contained many patchwork designs, which are seen as Hadid’s input to the collection. Sweatshirts were often cropped while dresses were either very short or floor length and flowing. Stripes were prominent and there were several outfits directly inspired by the American flag. Despite all the evident planning and co-ordination, the Los Angeles weather wasn’t cooperating as a hazy fog descended on the event, preventing a classic California sunset bringing extra color to the catwalk.