The past decade in fashion has given fresh prominence to the supermodels. Since the 90s heyday of names such as Cindy Crawford, Naomi Campbell and Linda Evangelista, supermodels have evolved from mere window-dressing into the driving force behind collections from some of the world’s biggest brands. A case in point: Gigi Hadid and Tommy Hilfiger.
On the final night of Milan Fashion Week, the fashion industry’s power couple brought Milan to a halt with something more akin to a rock concert than a fashion show. In partnership with Mercedes-AMG Petronas Motorsport, four times Formula One world champions, Tommy Hilfiger took over the city’s Milano Congressi convention centre, the largest in Europe, to show collections illustrating Hilfiger and Hadid’s shared love of motorsports and Formula One racing in front of a crowd of over 2,000 guests.
Instead of a catwalk, there was a racetrack flanked by a ‘pit crew’ wearing Tommy Hilfiger jumpsuits and helmets, clustered around Mercedes-AMG Formula One racing cars. As expected, first on the track was Gigi Hadid herself, quickly followed by model siblings Bella Hadid and Anwar Hadid, all sporting the fourth TommyXGigi capsule collection, co-designed by Hadid, making the motorsport influences even clearer.
Skin-tight racer-girl trousers in blue, black and white leather panelling, bandeau tops emblazoned with slogans such as ‘speed winner’, and black and white racing-flag checks across choker necklaces, headbands and swimwear were the most obvious nods to the world of motorsports from the model’s capsule collection.
The collaboration was styled with pieces from the standalone Hilfiger Collection, effectively showing two collections at once. These included denim jackets and jumpsuits printed with archival logos, and contemporary, boxy, cropped takes on the brand’s signature polo shirts. Look after look, the two collections gave a fresh, racing-inspired and, frankly, more interesting, twist to the luxury athleisure trend that has dominated fashion weeks in recent years.
Closing the show, the Hadid sisters took to the track once again, this time in Hilfiger Collection maxidresses, adding the most elegant touch to the collection, before Mr Hilfiger joined his collaborator in person, leading the 60-strong troop of models down the track for the show’s finale.
Reflecting the fashion industry’s constant push for innovation, all the pieces seen on the racetrack were available to purchase once the show was over. Tommy Hilfiger is continuing his commitment to the see-now-buy-now format, allowing fans to immediately replicate the looks worn by Hadid et al at the event’s own TommyNow Drive pop-up shop and online at tommy.com.