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Tommy Hilfiger Digitizes Fall ’15 Show

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Tommy Hilfiger is reinventing the term fast fashion.

The PVH Corp.-owned brand held its Fall ’15 football-meets-varsity themed runway show on Monday at the Park Avenue Armory in New York City, showcasing exclusive runways styles that were made instantly available to purchase on Tommy.com.

The Fall ’15 show featured commemorative Hilfiger Collection designs stamped with the brand’s milestone birthday to mark the its 30th anniversary. Commemorative items, including a varsity-inspired, faux fur V-neck sweater and a zip-top leather oversized clutch, debuted on the Tommy Hilfiger Twitter stream via Twitter Mirror seconds before stepping onto the runway.

Twitter Mirror is a software application that allows the user to take a selfie, edit it with personalized creative content and share the image globally via Tommy Hilfiger’s Twitter feed. Tommy Hilfiger is the only brand to host the Twitter Mirror at New York Fashion Week. Models, VIPs and bloggers were invited to use Twitter Mirror to capture backstage images.

Designer Tommy Hilfiger said the brand aims to continue to “introduce innovative digital technology that democratizes the event and invites everyone to view the show in expanded, engaging ways.”