Tommy Hilfiger is swapping New York Fashion Week for a see now, buy now show in Los Angeles for spring 17.
The American designer held his carnival inspired Tommy Pier event in September (16), showcasing his fall 16 line along with his collaboration with model-of-the-moment, Gigi Hadid. Now he’s busy planning his second in-season presentation, set to take place in Venice Beach, L.A. and will be inspired by the California beach lifestyle.
“TommyNow is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences,” he told WWD. “The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach.”
Over 3,000 guests made up of consumers, press, buyers and industry experts are expected to soak in the sights of the beach-based runway. Another collection with Gigi will also feature, with Tommy explaining the pair infused the state’s laidback living with a “musical festival atmosphere” for their second offering.
All the ensembles will be available to purchase immediately after the show across all sales platforms in over 60 countries, as well as on website tommy.com. The event takes place on 8 February (16), the day before New York Fashion Week kicks off.
Tommy’s move to leave behind the normal schedule is the latest upheaval in the industry as many labels choose to debut their new ranges during the season they were designed for.
L.A. is also becoming a more popular spot for designers, with Tom Ford choosing to put on a show in the city in February 2015 to coincide with the Academy Awards, while Hedi Slimane moved Saint Laurent’s creative team to the City of Angels during his time helming the French brand.