On Wednesday night, a sprawling stretch of Venice Beach transformed into Tommyland,
Tommy Hilfiger and Gigi Hadid’s second consumer-facing, see-now-buy-now runway-slash-spectacle.
Approximately 3,000 people (a third of them press, influencers and buyers, the rest normals) gathered to chow down on churros, partake of the fashion festival festivities and watch as Tommy Hilfiger and Gigi Hadid’s Spring 2017 collection (the
lookbook for which dropped weeks ago) hit the runway. And while Tommy Hilfiger no doubt dropped a pretty penny getting Tommyland up and running and shuttling models and fashion folk to and fro, the brand’s marketing efforts appear to be paying off. Even before 8 p.m. EST last night, when the show (ostensibly) kicked off and its contents became instantly shoppable,
several pieces had already sold out via online preorder. (Gigi’s Mondrian-reminiscent
crop top for one, Bella’s
underboob-baring golden polo for another.) But never fear: many of the standout items — the leather skirt, the oversized patchwork shirt modeled by Joan Smalls — are still yours for the taking. And for those suffering from FOMO, we’ve rounded up all the highlights from #TommyNow part two below.
1. Gigi Hadid got Barbie-fied in honor of the occasion.
2. Taking a page out of
Victoria’s Secret’s book, Tommy and Gigi shuttled their runway squad to Los Angeles via Air Tommy, a private, #branded plane.
3. Lady Gaga’s American flag-themed makeup (kind of) stole the front-row show. Other notable front-row residents included Yolanda, Mohammed and Anwar Hadid, Rachel Zoe, Kris Jenner, Kaia and Presley Gerber, Kristen Stewart, Sofia Richie, Cameron Dallas and Machine Gun Kelly.
4. The models went for a more natural look, i.e. liner-free lids and shaped, conditioned, pigment-free brows.
5. This time around, Bella took a turn on the runway.
6. Joining the Hadid sisters were Joan Smalls, Devon Windsor, Alanna Arrington, Blanca Padilla, Hailey Baldwin and more top models.
7. The clothes were sporty, beachy,
logo and American flag-print heavy. It basically looked like Coachella, but a lot more patriotic.
8. The Tommyland diversions including merch booths, food stands (Korean taco trucks were present), hula hoopers, carnival rides, screen-printing stations, (legal) marijuana, plus a live performance by Fergie.
See the full Tommy x Gigi Spring 2017 runway in the slideshow below.
