The first instalment of Tommy x Gigi was a huge success worldwide with the fash pack (and more importantly, consumers) lapping up the collaboration between Gigi Hadid and Tommy Hilfiger. From its carnival/catwalk at New York Fashion Week to the world tour, it was a stellar example of how to execute the see now, buy now concept.
WWD reports that 48 hours after the show at NYFW, the brand saw a 900% increase in traffic to its site, and also saw double-digit growth in retail and e-commerce.
Given its success, it comes as no surprise that the brand has announced that Gigi will continue her position as global ambassador for another season.
The model will reprise her role as co-designer for spring/summer 2017 and the collection is set to feature ready-to-wear, footwear, accessories, as well as another fragrance.
The point of difference with this collection is an initiative called "❤️ To Be Part" whereby 14 products will be unveiled on social media ahead of the show and consumers will be able to vote for the styles they want to see on the runway. The pieces with the most votes will appear during the S/S17 #TOMMYNOW presentation and as with this season, will be immediately available to purchase.