When the Tommy Pier carnival arrived in New York City last fall, all of South Street Seaport transformed into an amusement park, complete with rides, burger joints and a record shop. The following season, Tommyland ventured to Venice Beach for a music festival-inspired spectacle, duplicating that experience and also adding graffiti, acrobats and surprise performances. Now, Gigi Hadid and Tommy Hilfiger plan to take the experiential TommyNow to London for the designer’s next see-now-buy-now runway show. And as their first show abroad, it’s basically a stepping stone to world fashion domination for the duo.
Closing out London Fashion Week on September 19, the event will be held at the iconic Roundhouse concert venue where music legends like Jimi Hendrix, Blondie and The Rolling Stones have performed in the past. The runway looks will include womenswear, menswear and the signature Tommy x Gigi collections, all of which will be immediately shoppable. “It’s about the fusion of fashion, entertainment and pop culture with experiences, performances and inspiring interactions that are designed around our consumers,” Tommy told Women’s Wear Daily. “Our fall collection is inspired by my love of rock and grunge style from the ’90s. London’s inspiring heritage of fashion and music creates the perfect place to celebrate our next TommyNow show.”
Considering seasons past, we can only imagine the extravaganza that’ll come with a historic rock ‘n’ roll performance space, Gigi Hadid’s presence and an expected grand production from Tommy himself.