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Having been named global brand ambassador for Tommy Hilfiger in December last year, Gigi Hadid was quick to make the most of the partnership by signing up to a collaborative collection.
Ahead of its September launch, we are taking a first look at the Tommy X Gigi designs.
Full of seafaring staples from sailor stripes to naval badges and bursting with nautical accents, the capsule collection features aspects of women's sportswear, footwear and accessories.
True to the very meaning of a collaboration, the designs fuse Hilfiger's signature and classic American aesthetic with Hadid's modern and pared back personal style.
In an interview with the Standard in July, Hilfiger was honest about his plans to cash in on the American social media star's global appeal.
"Gigi is the conduit. Her fans want to wear what she’s wearing, drive what she’s driving, eat what she’s eating and do everything she does. She was the obvious choice for us. She’s very beautiful and is very bright."
The collaborative collection will be available online from September 1, before making its global runway debut on September 9 at New York Fashion Week and appearing in store a day later.
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Speaking of the new fast-paced nature of fashion and the ever-growing popularity of the see-now-buy-now runway model, Hilfiger said: "We’re remodernising and re-energising ourselves because we want to take the business to a whole new level."
"We cannot ignore what the consumer is demanding. Six months go by and she gets very bored and very weary of seeing the same thing."
"The way I see it, we have a choice. We give it to her immediately or we keep her waiting and she finds it elsewhere."
Shop the collection on tommy.com from September 1