Tommy Hilfiger heads to LA for second see now, buy now show

By

Obi Anyanwu

Published
Dec 1, 2016

Tommy Hilfiger is heading to Los Angeles for its TommyNow runway show. The American company announced on Thursday that its second ‘see now, buy now’ show will be held at Venice Beach in Los Angeles on Wednesday, February 8, 2017.

The laid back California beach lifestyle inspired the Tommy Hilfiger SS17 collection, and will serve as the backdrop for the collection’s launch.

“TommyNow is about inclusivity, fusing fashion and entertainment, celebrating pop culture, and connecting our global consumers to inspiring, unexpected fashion experiences,” said Tommy Hilfiger. “The casual, cool, chic look that is leading the fashion world this season was born and bred in L.A., and I knew this show would feel at home on Venice Beach.”
 
Tommy Hilfiger held its first-ever TommyNow fashion show at South Street Seaport in New York City during NYFW in September. The company announced in February that it would align its fashion shows with the retail calendar much like Burberry, Tom Ford and a slew of other designers and companies. The first-ever TommyNow show included Tommy Pier, a weekend pop up carnival that had games, refreshments and a vintage Tommy Hilfiger store, and the fall 2016 runway show that featured looks from the TommyxGigi collaboration capsule.

Hilfiger added: “In September, TommyNow led the democratisation and reinvention that is taking place in our industry right now and I’m excited to bring the full excitement and energy of our runway shows to L.A. this season. The spring 17 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 TommyXGigi collection.” 
 
Tommy Hilfiger performed well for PVH, its parent company, in Q3. Tommy struggled in North America in the quarter, but it performed very well in Europe and Asia, increasing its international business by 16%.