Tommy Hilfiger to ditch New York Fashion Week next season

Still basking in the wake of Tommy Hilfiger’s funfair-themed, first-in-season runway show “Tommy Pier” from September’s New York Fashion Week, the American brand will present their next instalment of their collaboration with model Gigi Hadid and the spring Hilfiger collection in Venice Beach, California in February.

The show is dated February 8, just before the official run of shows in New York, as Business of Fashion reports. It’s the label’s second direct-to-consumer show, with the Cali beach-inspired pieces available for immediate purchase. Apparently, since Hadid came on board as the face of Tommy, the brand has seen web traffic increase by 900% and experienced a double-digit boost to sales.

In a statement, Hilfiger said: “The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and we knew this show would feel at home on Venice Beach.”

"The spring 2017 collections were designed with a clear West Coast spirit, and Gigi and I have loved fusing elements of her California lifestyle and a music festival atmosphere into the second Tommy X Gigi collection,” he added.