Last night Tommy Hilfiger kicked off Fashion Week in Venice, California as the brand made the decision to exit the official New York Fashion Week schedule.
The TOMMYLAND show saw 50 of the biggest models in the world fly in on an 'Air Tommy' charter from New York to join Gigi Hadid, sister Bella and Tommy Hilfiger himself for a full festival set-up on Venice beach complete with rides, food stalls, Tommy merchandise stands and even a stage which later saw Tommy and Gigi introduce the first of the evening's performers, Fergie, who played a full set to the crowd of 3,000.
Gigi opened the show in leather trousers and a crop top, while the sporty-meets-beachwear collection also featured vinyl mini skirts, denim jackets, printed mini dresses, bohemian sundresses, americana swimsuits,and cowboy boots against a backdrop of the setting sun on the beach and to a soundtrack of 2pac feat Dr Dre California Love. Onlookers included Lady Gaga, Kaia Gerber, Lucky Blue, Kris Kardashian and more.
The brand first launched TOMMYNOW last season at NYFW and the disruptive runway platform has continued to lead a new era in the democratisation of fashion.
Hilfiger said, "It's a reflection of the values I started with in this industry and the brand I want to continue being today: unafraid to break conventions, relentlessly optimistic, and inclusive of all.
“TOMMYLAND is the ultimate West Coast fashion festival where California-inspired music, art and creativity converge. It's the freedom to mix things up in a way that makes you feel great. It's unique experiences designed to make you smile. And it's a seamless, instant way to take my collection and make it your own."