Tommyland has become a big fashion party at Venice Beach, California. Tommy Hilfiger icon of the “classic American cool mood”, from the cold Upper Est Side of New York, came down to the warm streets of California to give a big summer party in pure West Coast style.
Tommyland could be considered an early February Coachella, the most important fashion festival of the West Coast, with more than three thousand guests and live art and music performances. Lady Gaga, Fergie and the top model Gigi Hadid are just some of the celebrities that attended the event.
The party was the occasion to showcase the Spring/Summer collections: “Hilfiger Collection” and “TommyXGigi” a capsule collection in collaboration with Gigi Hadid.
The fashion show turned out to be a big deal once again, as the innovation laid in the digital platform that had a whole section dedicated to the festival.
The project “See now, buy now” is what made the party unique, the idea is that of making the clothes seen on the catwalk, immediately available on the e-commerce to buy. By downloading the app people were allowed to live shop from photos of 3d moving images on the runaway which could be bought from more than 70 countries around the world.
Tommy Hilfiger intention is to make fashion shopping enjoyable and accessible from everywhere thanks to a democratic and performing channel: from the catwalk to the wardrobe in a click!