Enter the Rock Circus
When celebrated American brand Tommy Hilfiger decides to move its biannual show to London, you know you’re going to be in for something special. For the presentation of the autumn/winter 2017 TommyNow collection, the brand took over London’s famous Roundhouse venue in Camden for a see now, buy now concept with a difference. Decked out with bright bulbs and enough pyrotechnics to make The Rolling Stones jealous, the stage was set for a night of fun and, above all, fashion.
See now, buy now
Fronted by Tommy Hilfiger favourite Gigi Hadid, the collection ranged from rock ‘n’ roll plaid shirts to nostalgic 1990s denim, revisited from the brand’s extensive archive. ‘Youth culture and grunge meets prep’ was the order of business and the collection certainly did not disappoint. Menswear included Britpop-inspired parkas and boxy mod-like jackets, while the women’s collection was dominated by punky leather and chunky accessories making for the perfect Rock Circus ensemble. With pieces available to purchase directly from the catwalk, the brand continued to tap into the desires of the millennial consumer and their up-to-the-minute shopping needs. The venue also included a pop-up store selling Rock Circus merchandise, Tommy Hilfiger classics from True Vintage and a full customisation lab. If that wasn’t enough for the 2,000 guests, Rock Circus Records offered visitors some of designer Tommy Hilfiger’s favourite music to take home.
Star power on the front row
It wasn’t just Gigi Hadid who brought star power to proceedings. Siblings Anwar and Bella Hadid also rocked the catwalk alongside top models such as Georgia May Jagger, Jourdan Dunn and Hailey Baldwin. The crowd itself was packed with some of the biggest names from entertainment, music and sport, including Lewis Hamilton, Neymar, Lara Stone and Poppy Delevingne, all snapping away on their iPhones and making the event more unmissable than ever.
Held at one of the UK’s foremost venues, Rock Circus would not have been complete without an act or two. Contemporary British circus company NoFit State began the post-catwalk proceedings with an utterly modern circus act, before new Tommy Hilfiger men’s brand ambassadors The Chainsmokers brought the house down with an electric performance that had the whole crowd on their feet.
Tommy Hilfiger’s Rock Circus was a night to remember, with a desirable collection to match. Catch it while you can.