Tommy Hilfiger and Gigi Hadid’s third collection transported the entire TOMMYNOW spectacle to one of London’s hottest music venues, The Roundhouse.
With backstage gossip emanating hours before the show, it was a clever way to build hype for the most anticipated display of the London Fashion Week SS18 season.
Of course, it was expected that 22-year-old Gigi would walk in the show being one half of the design duo and all. But it was surprising to see her entire family walk down the rock-inspired catwalk with both younger sister Bella and 18-year-old brother Anwar making a high-profile appearance.
Aside from the Hadids, the model line-up was nothing short of newsworthy with everyone from the Insta-famous Lucky Blue Smith and Jourdan Dunn to Hailey Baldwin, Cindy Crawford’s son, Presley Gerber, and an unexpected appearance from rock legend Mick Jagger’s daughters, Georgia May and Elizabeth.
With Hilfiger describing the collection as “a celebration of the music, glamour and nostalgia that I love,” a record-shaped invite provided the perfect start to proceedings.
The venue was packed to the brim with industry members, celebrities and over 1000 members of the public. Lewis Hamilton, Erin O’Connor, Daisy Lowe and footballer Neymar all took their spot on the front row alongside Lottie Moss, Lara Stone and the ‘world’s most beautiful girl’, Thylane Blondeau.
So what about the actual clothes? Hilfiger and Hadid had capitalised on the merch madness that has currently overtaken the high street, causing merchandise from the likes of Justin Bieber and The Weeknd to land on the backs of thousands across the globe.
Strutting their stuff down some dangerous-looking stairs and onto the winding circular catwalk, models donned tartan coats, plaid slip dresses, and grungy knits as they tried hard not to bump into each other.
Leather jackets and beanies reading ‘Tommy Tour 2017’ and Gigi Hadid’ in Iron Maiden-style font will certainly be the pieces to sell out in the collection that ranges from £45 for a simple tank top to £660 for the aforementioned jacket.
Other pieces included shimmering floral dresses, shirts and knitwear in the usual Hilfiger reds, whites and blues along with bang-on-trend puffer coats and typical rock and roll footwear. Even Hilfiger himself got in on the rock and roll spirit, appearing in a leather jacket with the Rolling Stones’ famed tongue logo peeking out from behind.
The finale ended with the usual bow from the powerhouse pair followed by a display of acrobats that dropped from the ceiling of The Roundhouse. With a set to follow from US group The Chainsmokers, the crowd will be entertained for another hour and a half.
Overall, the ‘Tommy Now Rock Circus’ collection was nothing new. But that didn’t matter. The aim is to sell out almost immediately and with this kind of spectacle, both Tommy Hilfiger and Gigi Hadid are set to line their pockets nicely.
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