Tommy Hilfiger Announces See-Now, Wear-Now Collections For 2017

A ripple effect is occurring among the leading names in fashion. After Burberry announced it would be creating two lines per year available direct to the public, Tommy Hilfiger is following in similar footsteps.

Behati Prinsloo in Tommy Hilfiger Spring 2016 Campaign
Behati Prinsloo in Tommy Hilfiger Spring 2016 Campaign

Tommy Hilfiger is the latest designer to adopt the style of see-now, wear-now runway shows, a method that is gaining momentum among top fashion brands all over the globe. On February 12, Hilfiger announced that beginning February 2017, his women’s collections would hit stores at the same time as they are shown on the runway. The excitement of the public evoked by the theatrics, the glitz and the glamour of his shows can be followed by the thrill of actually purchasing and parading the collections immediately after.

“I founded my brand to be accessible and inclusive, and I’ve always considered the consumer to be the most important aspect of our business” – Hilfiger.

In his New York Fashion Week presentation this September, Hilfiger will be unveiling the ‘Tommy x Gigi’ collection collaboration with model Gigi Hadid. After that, the brand’s Spring/Summer collection for 2017 will be shown “in season” rather than the usual six-months in advance.

Gigi Hadid and Tommy Hilfiger - Image credit: Vogue
Gigi Hadid and Tommy Hilfiger – Image credit: Vogue


After recently introducing a virtual reality experience in its flagship stores, it comes as no surprise that the brand has decided to shake up the traditional timeline for to-consumer availability of its collections. Hilfiger says:

“…the natural progression of this approach to democratizing the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way.”


Fashion-hungry consumers around the world can expect to be as up-to-date with their favourite designers now more so than ever, with this trend in marketing having a flow on effect from one brand to another. Who will be next off the ranks?