Spring 2017 Ready-to-Wear
September 10, 2016
Tommy Hilfiger took his show on the road this season, opting to craft a fashion spectacle on the West coast. Specifically, Venice Beach.
It’s the perfect setting for his particular brand of Americana, which, this season, leans into a California vibe, with nods to surf and skateboard culture.
Of course, it’s not just that it’s a great backdrop. This is the second season in which Hilfiger has gone beyond the normal standards of a fashion show, and has created a full event. (Last season, he opened up his own carnival in New York.)
Also continuing for Hilfiger? His collaboration with Gigi Hadid, and making his collection immediately shoppable after the show—both of which have been extremely successful for the brand.
His win with “see-now, buy-now” is particularly interesting, as so many others have struggled with the shift. It really feels like Hilfiger is the only guy to have figured it out.
Perhaps it’s the clothes themselves: This season’s fair is easy to get into. Tees, sweaters, jeans, dresses—one doesn’t need to consult with fashion’s gatekeepers to determine if they’ll be stylish or not (they’re all pretty cute), and they’re interesting enough that they can’t be dismissed as “basics.” It’s the sweet spot that can only be found by knowing exactly who your target audience is, and what it really wants.