Tommy Hilfiger and Gigi Hadid continue their collaboration
Following the success of their previous collaborations, Tommy Hilfiger and Gigi Hadid will continue their partnership, the American brand announced. The supermodel will not only continue to act as a global ambassador for the sportswear brand, but also co-design new TommyXGigi collections for another two seasons.
Hadid previously worked with the brand on the TommyXGigi collections for Fall 2016 and Spring 2017. The spring collection was shown in Venice Beach and was made available for immediate purchase in 70 countries around the world as part of the new “See Now, Buy Now” model for runway shows.
“Collaborating with Tommy has been inspiring and an amazing introduction to the world of design. We’ve loved presenting our collections directly to our fans on the runway each season – it has been such a memorable experience that has been exciting to share with my followers,” Hadid said in a statement.
Representatives for Tommy Hilfiger say the partnership with Hadid has led to an increase in sales and greater social media presence. “The halo effect across the brand has positively impacted all divisions globally, and we’re excited to continue building on this success in our upcoming seasons,” said Daniel Grieder, CEO of Tommy Hilfiger Global and PVH Europe.
Tommy Hilfiger also recently launched an app that uses the supermodel as a spokesperson. The app includes video content starring Hadid and lets users purchase Hilfiger products directly off the brand’s Instagram feed.
The ongoing Gigi Hadid partnership is the latest in a long line of collaborations for Tommy Hilfiger, which has previously collaborated with the likes of David Bowie, Iman and Naomi Campbell. Tommy Hilfiger is currently owned by PVH Corp, which also owns brands such as Calvin Klein and Izod.
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