As the designer announces – in a groundbreaking move – that he will take his TOMMYNOW experiential show on the road to London for fashion week this September, we dish on what we know so far. 

The Venue

The location is the iconic Roundhouse music venue – the famed Camden spot which has seen performances from the Rolling Stones, The Beatles and Jimi Hendrix. This is not the first time the designer has referenced his affiliation to the rock and roll scene, and we reckon a location so heavily steeped in music history is a prime opportunity to go all-out with the clothing. The collection made a departure from showing at its usual New York location nearly a year ago – the brand took over Venice Beach, LA last February for a boardwalk extravaganza and its last New York show in September 2016 took place on an outdoor pier in Manhattan.

Tommy Hilfiger and Gigi Hadid at the Tommyland show in Venice Beach, Los Angeles

The Collection

This will be the third TOMMYNOW collection from the US designer since he made the switch to a ‘see now, buy now’ model. And, for the boys, this will also be the first time that the brand has shown menswear and womenswear together since 2010, so expect some of fashion's finest from the male model arena to join the likes of Gigi et al on the runway.

FROW-ers at the Tommyland February 2017 show

The Vibe

Expect OTT and rock and roll – to say the least – as Hilfiger has proclaimed he wants his shows to be akin to different stops on a world tour. Speaking about it he says, “It’s about celebrating the connection between fashion and pop culture with experiences, performances and inspiring interactions that are designed around our consumers. We look forward to celebrating the rebellious spirit and star studded glamour of rock and roll in London for Fall 2017.”

Models backstage at the February 2017 Tommy Hilfiger show

The Model Crew

Global brand ambassador Gigi Hadid will unveil her third 'Tommy X Gigi' collaboration as part of the September 2017 show, so expect plenty of It girl high jinx from the supermodel and her squad, including sister Bella. We can just imagine the fashion prowess as they stomp down the runway in some Almost Famous-inspired duds.

Sisters Gigi and Bella Hadid behind the scenes at the Tommy Hilfiger show in February

The Date

Best keep the evening of 19 September (kick off is at 7pm) free as you will have a lot of Instagramming to do. The show will be live streamed so stay tuned to Irish Tatler’s social media for plenty of updates.

The designer took over Venice Beach for the brand's February 2017 show