TOMMYNOW’s Rock Circus closed out London Fashion Week at The Roundhouse today, combining men’s and women’s collections for the first time, including Hilfiger Edition, Hilfiger Collection, and the third TommyXGigi capsule with Gigi Hadid. The see-now, buy-now show was a display of all the Fall 2017 looks, a rebellious take on the brand’s ‘90s heritage—grunge meets prep with a street style twist.
“Season after season, TOMMYNOW acts as an innovation incubator, breaking all the rules and disrupting the fashion industry with new authentic experiences for consumers around the world,” said Hilfiger in a statement. “As we continue our leadership role in democratizing the runway, we are driven by our passion to come up with new all-inclusive ways to involve and empower consumers, male and female, to take part in these unique experiences.”
Gigi, Bella, and Anwar Hadid opened the show, and major mods like Joan Smalls and Sara Sampaio walked the runway, staged inside the iconic London music venue. The brand’s famous logo was emblazoned on oversized sweaters, plaid cropped up on pleated mini skirts and slacks, long puffer coats and flowing floral sheer caftans, bleached jeans, and varsity jackets were in full force—all the classics you’ve come to expect from the iconic American designer with plenty of newness to have millennials rushing to buy…in stores, online, through the TOMMYNOW SNAP app, and on SnapChat through augmented reality. Alongside the fashion, there was an aerial acrobat performance and music by The Chainsmokers. One thing’s for sure: Tommy never fails to put on a show!
