Thursday 8th September

| BY Roxy Lola

Tommy Hilfiger: #TommyNow AW16

The American Dream. Sitting on a pier – Tommy Pier, that is – with the smell of hot dogs and candy floss in the air, surrounded by white and blue Tommy Hilfiger goods. This, Tommy x Gigi, was all about immediacy. Harnessing generation youth. Because who better to do it with than Gigi Hadid?  She is the quintessential American girl next door. That’s to say if the girl who lives next door to you is a new generation supermodel. Together, they are a force. “I think we’re at the beginning of a big change. We’re at the forefront,” Tommy told us backstage. That you are, Mr Hilfiger. The collection came out down the length of Tommy Pier, starting with Gigi, then about every other social media model there is. And the collection? Obvs, considering the location, a Nautical vibe, but with a kind of a veiled sexiness – bumsters; light chiffon dresses over big knickers. We particularly enjoyed Julia Nobis in the giant anchor faux fur hoodie. A subtle look. Then it was on to what Tommy does best – red track suits, oversized varsity sweaters, biker jackets and thigh socks with ankle boots. Huge TH logos (handy reminders in case you happened to forget what show you were at). This was Hilfiger, revitalised. And really, we approve of anything that begins and ends with Rihanna. Fabulous.

Photographs by Jason Lloyd-Evans