Tommy Hilfiger will not have a New York spring fashion show; switches to Los Angeles

Los Angeles - Tommy Hilfiger is officially on the see-now-buy-now consumer trend. His fashion show debuting his womenswear line for Spring 2017 was just announced to be held in Los Angeles this upcoming February.

The show will debut on February 8 and will be the brand’s solo show. As reported by WWD, the brand will not be hosting a New York runway show for this particular collection. The show will take place in Venice Beach and will have a California-inspired feel. Debuting right next to the beach, reflecting the SoCal lifestyle should be an easy task for the show. The show will have approximately 3,000 members of the fashion industry in attendance including buyers, press, and influencers, according to the publication.

It seems that Hilfiger has steered further and further away from the traditional fashion runway show template. For his Autumn/Winter 2016 show of “Tommy Pier,” the event took place at South Street Seaport near the pier. In the brand’s Los Angeles show, the see-now-buy-now interactive part of the fashion event will be in full effect. The collection will show looks from both Spring 2017 and the brand’s collaboration line with Gigi Hadid.

Tommy Hilfiger to host Spring 2017 show in Venice Beach

The reason the show was announced to be in Los Angeles as opposed to the New York was not publicly disclosed, although Hilfiger stated his inspirations for the West Coast. “Gigi and I have loved fusing elements of her California lifestyle and a musical festival atmosphere in the second Tommy x Gigi Collection,” he told WWD.

It’s unclear whether this will be a permanent move, but for now it shakes things up as far as fashion shows. As the immediacy of buying at fashion shows becomes more apparent, it’s suitable that shows will start to be more innovative and inventive in their showcasing. Hilfiger’s Venice Beach move shows not only a love for West Coast culture, but also a bit of strategic marketing in this case.

Photo:Tommy Hilfiger