Tommy Hilfiger reveals new runway concept #TOMMYNOW

London - Tommy Hilfiger has revealed the full line up of its new show format ahead of New York Fashion Week. As previously announced, the US label aims to turn a leaf by embracing the democratization of fashion through the "see-now, buy-now" model and will be staging an experiental fashion show - open both to consumers and press - during NYFW on September 9.

Under the hashtag #TOMMYNOW, the show will present its 2016 fall/winter designs, including its collaborative collection with model Gigi Hadid TommyXGigi, who is set to open the show. Each item shown will be offered for sale across the global the moment they are shown on the catwalk via tommy.com. The collections will also be made available in store, via Tommy Hilfiger wholesale channels as well as its social commerce channels during the show, including Instagram, Snapchat, Facebook and Pinterest.

"#TOMMYNOW is the ultimate expression of my brand philosophy, and the show I have always wanted to present," said Tommy Hilfiger in a statement. "We are a brand that breaks conventions, puts the consumer at the heart of our business, and believes in creating fun, inspiring experiences that fuse fashion and entertainment. Having supermodel and social media icon Gigi Hadid headlining this event will be an unforgettable moment, and I am excited to share it with all our friends and fans around the world on Friday night."

As more and more fashion brands and designers alike continue to break away from the traditional fashion week show format, #TOMMYNOW aims to offer visitors a interactive experience, amplified through digital commerce. Visitors at the show and watching at home will also be able to immediately purchase any look either via digital screens at the show or through the event's shoppable live stream at tommy.com. #TOMMYNOW is set to be a two day event, taking place at the Pier 16 on South Street Seaport, which will be transformed into Tommy's Pier.

The pier will feature fairground rides, carnival games, and a mix of shops including two TommyXGigi pop-up shops, a Tommy Hilfiger vintage shop curated by Frankie Collective, Hilfiger Records by Jones Music Vintage Vinyl, nail art by Valley, temporary tattoos with custom nautical-inspired designs by Tattly, and a pop-up studio by Bert Krak from Smith Street Tattoo Parlour. The runway show will take place on 7 pm on September 9 and on September 10 the pier will open its doors to the public from 12 noon to 8 pm, broadcasting the show on large screens.