Yesterday’s Gigi Hadid collaboration with Tommy Hilfiger added fuel to the fire of the see-now-buy-now phenomenon. Following the success of Gigi’s first collection for the US label last season, Hilfiger uprooted his brand from its usual spot on the NYFW schedule to show its incendiary spring summer 17 collection in the model’s hometown, Los Angeles. Now old hands at this selling instantly shoppable business, Tommy Hilfiger made the pieces available to pre-order before the show even happened. And, some were so popular that Yahoo Style reported that many had already sold out. But, why all the fuss?
The Hype
Barbie has been doing her bit to plug this latest collection as she designed a special Gigi Hadid doll in the collaboration’s honour.
The Fashion
Mixing early 2000s references, like denim mini-skirts, low-riding trousers and bikinis tops, with Coachella cut-offs and headbands, a handful of stars and stripes, lots of logos and a touch of Gunne Sax prairie romance. Patchwork played heavily as a motif, as did fringing and metallic leathers.
The Models
Stella Maxwell, Hailey Baldwin, Gigi (obvs) and her sister Bella, Joan Smalls, Devon Windsor, Sara Sampaio and Alanna Arrington were all flown in on the private Air Tommy plane for this show.
The Frow
While it was a who’s who of Cali elite – Kaia Gerber, Kris Jenner Sofia Richie and Lady Gaga, who was sporting diamante encrusted eyebrows, took their seats on the front row – a UK contingent was present too. Namely, unlikely friends Natasha Beddingfield and Lewis Hamilton.
Fergie
Not the Duchess of York, but the ex-Black Eyed Peas singer performed at the after-party. Odd choice if you ask us.
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This article originally appeared on The Debrief.