Which fashion week launched the ‘See Now, Buy Now’ Tommy Hilfiger show in 2016?

New York Fashion Week launched Tommy Hilfiger’s 2016 ‘See Now, Buy Now’ show.

Hilfiger presented the collection in September 2016 at New York Fashion Week, making the runway range available for purchase immediately after its presentation. The format challenged the traditional fashion calendar, in which collections are shown months before they reach stores.

The show was staged as a large public-facing event and was associated with the Tommy x Gigi collaboration with model Gigi Hadid. It combined runway presentation, entertainment and direct retail access.

‘See Now, Buy Now’ describes a retail timing model, not a separate fashion week. Other brands experimented with similar approaches, but Hilfiger’s 2016 New York presentation became one of the clearest high-profile examples.