The people’s party

Tommy Hilfiger marked the opening weekend of New York Fashion Week with a two-day party on South Street Seaport’s Pier 16, renamed Tommy Pier for the occasion. Tickets to the event were made available free on NYCgo.com and the final 2,000-strong guest-list was split between tradespeople and those outside the industry.

Ahead of the revelry, guests attended the designer’s runway show, which presented items from TommyXGigi, the new collection made in collaboration with model Gigi Hadid, as well as pieces from the ready-to-wear autumn/winter 2016 range. In a bid to eliminate the traditional delay between the catwalk show and the shopping experience, guests were able to buy items as they appeared on the runway.

‘It’s about delivering on the instant gratification that consumers are really seeking,’ explains chief marketing and brand officer Avery Baker, ‘closing that gap between the visibility of a fashion show and the moment of purchase.’