Tommy Hilfiger to bring see now, buy now show to LFW
Tommy Hilfiger will bring his next see now, buy now catwalk show to London Fashion Week this September.
The event will take place on 19 September at the Roundhouse music venue in Camden and will effectively act as the Fashion Week's closer, according to WWD.
Hilfiger told WWD the move was part of his plan to create a global platform aimed at consumers, called TommyNow, that he could take on tour around the world. London was chosen for the AW17 show as it fit with collection's influences.
"Our fall collection is inspired by my love of rock and grunge style from the Nineties, and London’s inspiring heritage of fashion and music creates the perfect place to celebrate our next TommyNow show," he said.
The show will include looks from both men's and women's collections as well as the Tommy x Gigi collaboration with supermodel global brand ambassador Gigi Hadid.
London Fashion Week takes place from 15-19 September. Its main hub will be at The Store Studios, 180 Strand. The full show schedule has yet to be published.