Tommy Hilfiger, Gigi Hadid’s fast-paced show draws curtain on Milan Fashion Week
US designer Tommy Hilfiger embraced the so-called “see now, buy now” strategy on Sunday with his “TommyNow Drive” collection, bringing the curtains down on Milan Fashion Week with a show featuring fast cars and even faster fashion.
“TommyNow is about the democratisation of fashion and pioneering the see-now-buy-now movement,” said a company note.
All items of the collection were available on the brand’s online shop the moment they went down the runway, with some already on the racks of a temporary shop set up at the venue, an exhibition centre dressed up as an Formula 1 circuit.
“It’s awesome to be able to shop like this. People have become impatient – I am not going to wait six months to buy clothes that I see on catwalks now,” said Nadia Meier, a customer from Salzburg attending the event.
With fashion brands under pressure to deliver collections faster to their younger customers, companies are finding themselves juggling constant demand for new clothes and accessories and the long manufacturing process required for their products.
Britain’s Mulberry is the latest label to usher in a “see now, buy now” model – cutting out the usual six-month delay in delivering a runway collection to stores – two years after …read more
