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Tommy Hilfiger funfair
Courtesy of Tommy Hilfiger, via WWD

Tommy Hilfiger and Gigi Hadid are building a fashion funfair

For NYFW, the American brand will erect a fairground on New York’s Pier 16, complete with a 40-ft Ferris wheel

Tommy Hilfiger isn’t exactly low key when it comes to runway shows – over recent seasons, he’s created an enormous Tommy-branded football stadium, a swimming pool, and a flower-power festival set in which to show his new collections. His latest plan is, somehow, even bigger: on September 9th, he’s taking over Pier 16 in NYC to construct Tommy Pier, a fairground-style location for his latest show. 2000 guests will be invited, with half of them Hilfiger fans rather than press. 

WWD reports that “featured on the pier will be iconic fair rides and games, including a 40-foot Ferris wheel, classic fairground foods such as pretzels, hot dogs, hamburgers, ice cream sandwiches, cotton candy, lobster rolls, doughnuts and French fries. And fashion.” Of course, fashion – the extravaganza is in part to celebrate his new collaborative collection with Gigi Hadid, which will be sent down a runway with the AW16 collection. It’s all set to be live broadcast and immediately shoppable online – the first entirely “see now buy now” collection by the brand.

The next day, the space will open to the public, with Gigi pop-ups, a Tommy Hilfiger vintage shop, record shop and more. For a chance to attend the fashion show, keep your eyes trained in Tommy’s direction – some tickets will be given out for free.