As though a fun, fashion-forward take on the travelling carnival, 'Tommyland' pitched its figurative tent on LA’s Venice Beach – having set up on Manhattan’s Pier 16 last season – to unveil the Spring/Summer 2017 Tommy Hilfiger collection, and the second Tommy x Gigi collaboration, amid fairground rides, unicyclists, flame throwers and food stalls, and a 3000-strong guest list of friends, family – Gigi’s mum Yolanda and brother Anwar were sat proudly front row – and fans eager to be the first to get their hands on the most covetable pieces, hot off the runway.
"We launched the Tommy Now platform in September because we are the brand that breaks conventions, puts the consumer at the heart of our business, and believes in creating fun, inspiring experiences that fuse fashion and entertainment," Hilfiger explained in his show notes. Of the collection he added: "It’s really all about Gigi. It’s about Southern California – sporty, casual, wearable, accessible and fun." And that it certainly was; from Gigi’s first exit, the model-cum-muse-cum-co-collaborator beaming in a graphic crop top paired with vinyl trousers and Western accessories, to her leading the finale wearing a patchwork print maxi dress, the message was one of pure, unadulterated, summer-ready fun.
With a model roster that included sister Bella, as well as Hailey Baldwin, Joan Smalls, Stella Maxwell and Lineisy Montero – all jetted there and back to NYC by Air Tommy, in time for New York Fashion Week – the line-up celebrated an overarching Americana vibe via '90s-style sportswear, patched denim – jeans, jackets, shorts and skirts – and hippie-inspired silhouettes. Your summer wardrobe sorted.