Tommy Hilfiger Closes London Fashion Week With His Third Successful See-Now, Buy-Now Show

After touring New York City and Venice Beach, California, Tommy Hilfinger closes London Fashion Week with his “Tommynow” show filled with rock inspired and 90’s themed grunge styles, featuring his star ambassador Gigi Hadid and coed styles for the first time since 2010. Unlike other designers, past and present, Tommy Hilfinger has persistently put his consumers’ needs at the forefront of his collections. In an email sent to Vogue, Tommy Hilfinger announced: “Tommynow continues to put the consumer at the heart of the event, fusing fashion, pop culture and entertainment, and connecting with our global fans in an authentic way.”

During last year’s “Tommynow” event, Hilfinger metamorphosed a New York pier into a carnival and invited the participation of the general public alongside the press. In Venice Beach earlier this year, he presented a theme park “Tommyland” show replete with food stands and Fergie performing against a backdrop of flamethrowers. Tommy Hilfinger is among a hand few of designers who continue to use the see-now, buy-now model as it “continues to exceed expectations season after season.” As he explains how he sees nothing wrong in giving his customers exactly what they want, when they want it and how they do, he adds: “Expectations are constantly changing, and our [show] format fulfils that demand for instant gratification.

“Every brand is different, and each need to consider what’s best for them.”

Tommy Hilfinger’s London show will mark his third successful see-now, buy-now and the first one to be held in Europe. The designer selected the legendary Roundhouse in Camden as the venue to hold his event because it reflects his relationship between culture with the world of music and how he loves to break conventions. He tells Vogue: “Tommynow acts as an incubator for innovation.” An established cultural icon in the US, Tommy Hilfinger is rapidly spreading its borders and when asked by Vogue on how he sees the future, he explains: “Each season, we continue to select locations and times that complement the collections.”

“I’m always dreaming of what we could be doing tomorrow…and as I always say, the best is yet to come.”