27/10/2016
Fashion democracy.

Words by

Veronica Stanford

Model of the moment, Gigi Hadid, has just locked down a second capsule collection for Tommy Hilfiger.

Continuing her role as the brand’s global ambassador, the supermodel will design a line of apparel, footwear, accessories and fragrance to drop in February 2017.

But that’s not what's got us excited.

The collaboration is bringing with it a new way for consumers to get involved. The brand has just unveiled its ❤️ To Be Part initiative that will allow customers to – get this – vote on the clothing that Tommy Hilfiger will produce.

Over the coming weeks, customers will be able to vote on their favourite design options for 14 different products. The most popular designs for each style will then be produced for the #TommyNow fashion show in February. Customers will also be able to buy the winning looks as soon as they hit the runway.

The first option is already on Instagram – a choice of four bomber jacket designs.

And with WWD reporting a 900 per cent increase in traffic to tommy.com after the initial Tommy x Gigi show at NYFW, we’re pretty sure this is going to be successful.

tommy.com

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