Given that the world of fashion is supposed to set trends, staying ahead of the curve in terms of how people buy clothing is just as important as designing the individual items. At a star-studded runway show in China this week, iconic American designer Tommy Hilfiger launched his latest season in the company’s “see now, buy now” format, aptly named #TOMMYNOW.
The show, which featured supermodels Winnie Harlow and Hailey Baldwin, who alongside F1 racing champion Lewis Hamilton serve as ambassadors for the brand, was set against the backdrop of the Port of Shanghai, with the lights of the city acting as a fitting scene for the youthful and energetic brand. The latest season, as well as Lewis Hamilton’s very own collaboration with the brand, TOMMYxLEWIS, was flaunted by a barrage of models strutting up and down the lengthy catwalk, before a huge crowd, which included Tommy Hilfiger’s wife, Dee Hilfiger, Lewis Hamilton, Jim Chapman, Rose Bertram, Nina Suess, Marc Forné and Marta Lozano Pascual, amongst others.
Hamilton, who is a four-time Formula One world champion, is know just as much for his distinct style off the track as he is crossing the line and leaving his competitors to eat dust.
As part of the “see now, buy now” offering, guests were able to “try on” new outfits, by using mirrors equipped with augmented reality technology, which projected a digital avatar, thanks to Tmall.com. The technology allowed users to instantly buy looks as they were revealed on the runway, with delivery to their homes already underway when they left the event.
There’s also TOMMYNOW SNAP, an app which uses 2D and 3D image recognition technology allowing users to take a photo of any item in-store, in an ad, on the runway (live or online), or on the street and purchase it instantly through the fashion maison’s website. This season, the app opens up the world of Tommy Hilfiger to social media, with the app’s users now able to share their favorite styles direct to Snapchat.
This is the second instalment from #TOMMYNOW, which was previously held in London. It’s anybody’s guess where the next one of these events might be, or what it may hold in store, but rest assured, there’s a lot more to be seen from #TOMMYNOW.