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Tommy Hilfiger is the Latest Brand to Connect Shoppers with Celebrities

This week, Tommy Hilfiger fans got the chance to shop with six-time Formula One World Champion and brand ambassador Lewis Hamilton.

Tommy Hilfiger hosted a digital shopping event on Tuesday featuring Hamilton—who has worked with the brand on various streetwear collaborations—along with Toni-Blaze Ibekwe, stylist and editor-in-chief of Wonderland Magazine; Wilson Oryema, model, poet and activist; and Doina Ciobanu, influencer, model and jewelry designer. YouTuber and model Elias Riadi and Sydney Lima, a journalist and presenter, co-hosted the event.

The shopping moment showcased sustainable pieces from the Fall 2020 Tommy Hilfiger, Hilfiger Collection, Tommy x Lewis and Tommy Jeans collections, and gave viewers the opportunity to easily shop each range through a livestream platform powered by Blive. With just a few clicks, viewers could add their favorite styles to a virtual cart and purchase them after the broadcast. The livestream is now available for replay on the Tommy Hilfiger website.

Livestream events are growing in popularity as brands look for creative solutions to facilitate customer engagement in light of the Covid-19 pandemic. Just last week, premium denim brand Frame hosted a digital shopping event with model and brand ambassador Kelsey Merritt to promote its new 24 Hour Jean and highlight other pieces in its Fall/Winter 2020 collection.

Other brands are getting creative with their digital strategy beyond the scope of a livestream event. Earlier this year, Ralph Lauren teamed with Snapchat on shoppable Bitmoji fashion—items that users could purchase and use on their digital avatars. The partnership also included the Polo Public Art project, which featured a series of interactive street artworks located in New York, Chicago and Dallas.