Tommy Hilfiger introducing ‘First-Timers’ at NYFW

Monday, 01 September 2014
Tommy Hilfiger is set to introduce a new initiative, ‘First-Timers’, bringing together digital influencers from industries and areas of expertise beyond fashion at New York Fashion Week to showcase a new runway show experience. The fashion designer, who is hitting the catwalk on September 8 at NYC’s Seventh Regiment Armory, plans to build upon its philosophy of using social media and the digital space to “democratise the fashion show experience” by asking digital influencers from different fields, including music, dance, architecture and travel, to document their individual perspectives of the SS15 collection.

“Since founding my brand, I have been inspired by a wide range of influences outside fashion – music, art, architecture, and entertainment,” said Tommy Hilfiger. “This season I am pleased to welcome a fresh point of view to the show experience and show the world of fashion through a new lens by introducing the ‘First-Timers’ digital program.”

Tommy Hilfiger launching digital program for SS15 show

The ‘First-Timers’, who will be named closer to the show date, will each focus on a different element of the show experience that combines their area of expertise with the world of fashion, which will create bespoke footage for their blogs and social media channels, as well as being amplified over the brand’s social channels, and aggregated through “The Conversation” a live social media feed running on and featured in real-time on LED screens backstage at the runway show.

Avery Baker, chief marketing officer of the Tommy Hilfiger Group, added: “We strive to develop digital programs that engage new audiences and embrace innovative social media pioneers.

“Building on the spirit of democratisation ingrained in Tommy Hilfiger’s DNA, the ‘First-Timers’ program opens the runway to a well-established network of digital influencers, and invites them to share their unique artistic perspectives and compelling original imagery from the show.”

Image: Tommy Hilfiger

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