American designer Tommy Hilfiger and model Gigi Hadid presented their latest collaboration – “TOMMYxGIGI” – at a show on Venice Beach in Los Angeles.
The famous promenade was overtaken by ‘Tommyworld’ – a temporary theme park with roller skaters, skate boarders, acoustic musicians and fire-breathing performers, reports Reuters.
The show reflected Hilfiger’s move to a runway-style format similar to Victoria’s Secret. It also allows consumers to buy items from the collection immediately rather than wait several months, Hilfiger said.
“It’s listening to the consumer and the consumer wants immediate gratification. They want to buy now, wear now,” he said before the show.