Tommy Hilfiger knows how to put on a good show, and he's going all out for the unveiling of his Tommy x Gigi capsule collection, a collaboration with 21-year-old model Gigi Hadid.
Hilfiger announced on Monday his plans to turn South Street Seaport's Pier 16 into Tommy Pier, where he will host a runway show for consumers and industry members at 7 p.m. on Sept. 9, WWD reported. Tommy Pier will feature iconic fair rides — including a 40-foot Ferris wheel — and games, as well as classic fairground foods like hot dogs, burgers, cotton candy, doughnuts and French fries.
During the show, Hilfiger will also host a shoppable live-stream on his website, Tommy.com. Two thousand guests will receive an invitation to the show, half of which will be consumers. Guests will be invited through the Hilfiger Club loyalty program, and tickets will also be offered for free on NYC Go. Hilfiger is also working with print media partners on email outreach to get people to sign up for free tickets.
In addition to the Tommy x Gigi fall/winter 2016 capsule, the Hilfiger Collection will also be shown on the runway on Sept. 9. Both collections will be available to purchase immediately after the runway show.
Consumers will be able to come back to Tommy Pier on Sept. 10 from noon to 9 p.m., when the previous night's show will be rebroadcast on large LED screens throughout the space. Tommy Pier will also feature two Tommy x Gigi pop-up shops, a vintage Tommy Hilfiger shop and a record shop.
The Tommy x Gigi collection includes sportswear, footwear, a new fragrance and accessories like watches and sunglasses.
"I never thought I would be asked to design a capsule collection, so it still feels like a dream that Tommy approached me to collaborate. His company is one that I genuinely love and have been a fan of for my entire life, and Tommy is the easiest, most fun person to work with," Hadid said in a statement when the collaboration was first announced.
"I have always looked up to his brand, campaigns and design style. I think our collection celebrates the iconic Tommy lifestyle and mixes a bit of everything: there are styles that are really hippie-chic, styles that are sporty streetwear and styles that are tomboy but girly. Everyone's is going to love a different part of it," the model added.