Fashion to Play Second Fiddle to Fun at Tommy Hilfiger's NYFW Show

Gigi Hadid and Tommy Hilfiger - P 2015
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Gigi Hadid and Tommy Hilfiger - P 2015

Ferris wheels and carnival games and Gigi Hadid, oh my!

Tommy Hilfiger’s New York Fashion Week presentation will be all fun and games — literally.

WWD reports that the designer will present his collection at “Tommy Pier” (Pier 16 in South Street Seaport), where he'll stage a real-life carnival to serve as a backdrop for the nautical fall collection. However, with all the carnival attractions (requisite cotton candy, games and, of course, a 40-foot Ferris wheel included), it’s almost easy to forget the main event — no, we're not talking about supermodel Gigi Hadid, but rather the fashion.

Hilfiger’s Tommy x Gigi fall 2016 capsule collection, which he created in collaboration with the 21-year-old supe, will be on display on Friday, Sept. 9, for the more than 2,000 guests (half of which will be consumers, who can score tickets through Hilfiger's loyalty program, for free on NYC Go or through editorial affiliates) as well as for fans on a live stream on at 7 p.m. ET.

As the brand’s first see-now, buy-now collection, all of the pieces on the runway will be available for purchase immediately, both online as well as at the pier. Consumers who aren't able to make the Friday presentation can drop by Tommy Pier the next day between noon and 9 p.m. to shop at one of two Tommy x Gigi pop-ups, a vintage Tommy Hilfiger shop and a record shop. Nail art and temporary tattoos — not to mention all of the carnival games and goodies — will also offer plenty of Instagram-worthy entertainment.  

Though this is his first venture into see-now, buy-now territory, Hilfiger has always emphasized the consumer aspect of his shows. Understanding the reach of influencers (think: bloggers and socialites), the designer created a special "Instapit" for his NYFW presentation in February, which gave social media stars prime Instagram access to the runway. From football fields to mini beaches, Hilfiger has always gone the extra mile to stage a buzzworthy catwalk, too. 

With superstars like Kanye West and Rihanna hosting consumer-facing fashion extravaganzas during Fashion Week, it was only a matter of time before more conventional brands like Tommy Hilfiger tested the waters with over-the-top spectacles of their own. It's a smart move, too, as several studies show that millennials and Gen Z — which make up a significant portion of Gigi Hadid's social following that will surely be closely monitoring the Tommy x Gigi event — value experiences over goods.