Gigi Hadid’s collaboration with Tommy Hilfiger has been nothing short of a success, with her first one taking over South Street Seaport’s Pier 16, renamed as “Tommy Pier” it featured extravagant carnival rides, games – oh and a runway show of course! The Tommy X Gigi collection managed to sell out in just 24 hours. For example ‘Revolve.com’ who stocked the TommyXGigi collection saw an over-70 percent sell-through rate, as well as this traffic to Tommy.com increased by 900 percent in just the first 48 hours and the runway show accumulated over 2 billion social impressions!
So, after that first global success, it was pretty obvious that there was going to be a second collection in the near future – and the duo did not disappoint. On February 8th, the new TommyXGigi runway collection took over Venice Beach in LA for a music festival-inspired event that attracted quite the celebrity audience as well as many of the current it-girl models including; Bella Hadid, Hailey Baldwin and Gigi herself. The next evening, “Tommyland” was what all music festival’s aspire to be with a bright neon sign that I’m quite sure you would have been able to see from space and with amusement rides, food trucks and more that makes me envious for having missed out!
When Gigi’s first collab with Tommy Hilfiger came out last September I fell instantly in love, especially with the bakerboy/sailor cap that I got for christmas after lusting over it for months. So, I knew that her new collection would be no exception and that I’d love it just as much – maybe even more.
The new TommyXGigi collection was a mixture of Gigi Hadid’s original take on modern style, combined with Tommy Hilfiger’s signature “classic American cool” signature look. The TommyXGigi Spring ’17 capsule collection is inspired by the “Summer of Love” and puts a West Coast twist on the brand’s infamous East Coast roots. The collection is inspired by California with badges and patches and the laid back lifestyle.
Some of my favourite pieces from the collection included the smaller than small crop tops, the leather trousers that Gigi herself wore, the patched denim as well as the oversized sweatshirts.
The collaboration really mimics Gigi’s true and authentic style and is a nod to all style trends of the moment, including the ‘model off duty’ trend that Gigi, Kendall, Bella and Hailey have adopted so well, as have the instagram generation who look to the social media ‘it-girls’ for style inspiration (myself included) and who never fail to find something cool to wear on their instagrams.
So this show definitely didn’t disappoint and I’m sure has already had thousands of sales, billions of media impressions and trillions of lusty looks from the world.
Like her previous collection, I’m sure I will once again be ogling over the TommyXGigi pieces and maybe if I’m lucky I’ll even manage to swipe up something from the collection… maybe one of those uber cool crops or maybe one of those gorgeous flowy dresses that have left me summer dreaming with sandy beach blues! (just imagine how gorgeous one of the dresses would look on holiday… ugh get me out of this cold weather asap!!!)
Have you got your eyes on anything from the TommyXGigi second collection? Maybe a dress? Or maybe those leather trousers that I’m sure would look so cool with a band t-shirt a red lip for a rock-chic evening look. Or, like me, do you just wanna go to Tommyland so so bad!? I mean come on, surely Tommyland is, like, the new Coachella!?
Words by Maija Lily