Gigi Hadid collaborates with Tommy Hilfiger
Hilfiger announces a new capsule collection with the current It girl
[Updated 18 December 2015] Gigi has just posted a pic on her Instagram account of a possible item from the Gigi by Tommy Hilfiger collection, marked with a chic tag bearing her name.
Tommy Hilfiger also posted up on its Instagram account the above photo, with the comment: "I’ve known @gigihadid for years, and it has been amazing to watch her grow into one of the world’s top models. Confident, effortless and cool, she is truly the definition of today’s ‘Tommy Girl’. - TH".
Gigi Hadid was originally slated to become the new face of Tommy Hilfiger, but these days, being an ambassador just isn't big enough. A capsule collection in collaboration with the designer is so much more impactful, and that's exactly what Gigi and Hilfiger are up to.
"Global ambassadorships are a bit overused and not too exciting," Hilfiger told the New York Times in an interview. "We're really doing something different. We’re creating a line called Gigi by Tommy Hilfiger, using her style, her sense, her social media presence as the top supermodel in the world today." After walking for his Spring 2016 show, Hilfiger tapped her as a global ambassador, a partnership that morphed into a collaboration on a much larger scale.
The capsule collection debuts next autumn, along with Gigi starring in ad campaigns for his future collection, footwear, watches and a new yet-to-be-named fragrance that's in the works.
Supermodel x designer collaborations have been rampant of late, from Kendall and Kylie x Topshop to Poppy Delevingne x Aquazzura. Is It girl, supermodel power so potent now, that designers are tapping into it to revive brands? To put things into perspective, Gigi has 10.2 million Instagram followers, whereas Tommy Hilfiger has a miserly 1.6 million. How's that for max impact?