Fashion’s getting faster, and no one understands that better than Tommy Hilfiger, who put the pedal to the metal at Milan Fashion Week for the Spring 2018 collection of TOMMYNOW. Not content with his two-year creative collaboration with Gigi Hadid, which comes to an end with this collection, a new partnership with Mercedes-AMG Petronas Motorsport set the tone – and the pace – for TOMMYNOW DRIVE billed by the brand as “a high-energy experiential event built around fashion, innovation and the adrenaline-fuelled world of Formula One.” We weren’t disappointed.
Since leaving the New York Fashion Week show schedule for dust, Milan’s the third stop on the TOMMYNOW tour that’s already transported the fashion world to LA and London, with plans to take Asia by storm next season. “It’s one of the fashion capitals of the world. It’s a great city,” Tommy tells Grazia before the show, quipping, “Also if it’s good enough for Gucci, Prada, Armani, and Versace, I’m here.”
The vibe and sheer scale of Milano Congressi made it feel more like walking into a stadium gig than a fashion show. The runway was a racetrack; guests including VIPs, celebrities, influencers and fans of the brand could take an F1 race simulator for a spin or try their hand at the F1 Pitstop Challenge; and racing champ Lewis Hamilton joined the off-duty supermodels and stars on the FROW in case we were left in any doubt of the theme.
Opening the show to Stronger by Kanye West – which samples Daft Punk’s Harder, Better, Faster, Stronger, a song that could well sum up Tommy’s unofficial mission statement for the brand – Gigi strutted her way around the circuit, followed by sister Bella, brother Anwar and an army of models-of-the-moment and Insta stars including Hailey Baldwin, Winnie Harlow, Lucky Blue Smith and P. Diddy’s son King Combs, all in go-faster stripes, chequered flag motifs and supersized plays on the Tommy Hilfiger logo.
Those not among the 2,000 guests to join the stampede to the on-site pop-up boutiques selling the runway looks could shop the show on social channels in more than 70 countries. The price of fast fashion? Someday even Gigi Hadid will be so last season, and for TOMMYNOW, that time has come. Tommy reflects, “Collaborating with Gigi has been an amazing journey.” Gigi remains upbeat, admitting, “It’s definitely bittersweet, but I feel so grateful and humbled to have been give this great opportunity to grow and learn through designing four seasons. I’ll never be able to thank Tommy enough for believing in me and the possibilities of this collaboration.”
And as if revolutionising retail, ripping up the fashion calendar and taking the industry up a gear wasn’t enough, all Tommy Hilfiger has to do between now and next season is discover someone hotter than Gigi Hadid. And fast.
Photos: Courtesy of Tommy Hilfiger