It was all aboard Tommy Hilfiger’s new business model, which saw its Fall
16 show with a first ever Instagram Pit, or InstaPit, an area usually
revered for fashion photographers of leading publications such as Conde
Nast’s Vogue and the New York Times.
The InstaPit was created especially for social media influencers, those
with big league followings such as @CelineAagaard, @StephanieGiesinger and
@CaroDaur. Posting live, these influencers were garnering tens of thousands
of likes instantly – which is money in the bank for the Hilfiger brand.
The collection itself was a nautical celebration that was backed up by a
setting meant to evoke the golden age of cruise liners. While the clothes
may have left critics divided, the brand’s publicity machine went into
overdrive to ensure the show left no social media stone unturned.
This isn’t the first time Tommy Hilfiger has conceptualized a runway show
with Instagram in mind – for its Fall 2014 collection, the house debuted
the “InstaMeet,” where 20 Instagram influencers were invited to join Mr.
Hilfiger on show day to capture the environment behind the scenes. And just
last season, Hilfiger’s runway finale featured a pack of models led by Gigi
Hadid frolicking through a water lagoon, making for one of the biggest
Instagram moments at NYFW.
Images:Tommy Hilfiger Fall 16