Tommy Hilfiger
Launch Tommy X Gigi, the brand’s first DTC collection
Company
AKQA Amsterdam
brief
launch
amplify
Role
Area
Copywriter
Creative
E-commerce
Events
PR
Scope
Ignite, engage and amplify the global launch of the supermodel’s first collection
Join Gigi in co-creating her collection
Launch Tommy X Gigi, the supermodel’s first collection, at New York Fashion week
ignite
Tease the launch and invite fans to co-create the collection with Gigi
“Ahoy, it’s Gigi!”
The Gigi chatbot on the Tommy Hilfiger website gave visitors an exclusive sneak peak into the design studio. The nautical theme was revealed, together with some of the first looks. Users were encouraged to sign up for a chance to win the collection, attend the runway event in New York City, vote for which styles would make it down the runway and co-create their own pieces.
engage
Local influencers meet & greet the supermodel and talk about what inspires them
♥️ to be part
Fans were invited to vote for different style polos, hoodies, jeans and bomber jackets, each item worn and promoted by different influencers. Pieces with the most votes were added to the collection and runway show, which a few lucky voters were invited to attend.
Celebrating Tommy X Gigi and the brand’s first direct-to-consumer collection
Welcome to the Tommy Pier
For fashion’s biggest event of the year, Tommy Hilfiger transformed Pier 17 into a fashion carnival, including a ferris wheel, a car boot sale with the brand’s iconic ‘90s pieces and the opportunity to buy the looks straight of the runway. The launch of Tommy X Gigi also marked the brand’s first direct-to-consumer collection. This transition meant that consumers no longer had to wait a season for the runway collection to hit the shelves. The star-studded event was published far and wide by the international fashion press.
After the launch, fans were encouraged to create their own look books for a chance to win the entire collection.
Gigi on the #TogetherTour
After the big New York Fashion Week launch, Gigi took it to Europe to promote her collection. Through several meetups in European cities, the supermodel met with local influencers to talk about their creative process and what inspires them. Content of these events further spread the word on the supermodel’s collaboration with Tommy Hilfiger.
