THE RE\VIEW: AN ITEM CATALOG OF EXCLUSIVE RUNWAY REVIEWS, CRITIQUES & CULTURAL EVENTS, PAYING RESPECT TO THE WORLDS OF FASHION, ENTERTAINMENT & ART.
Or maybe it’s not anymore, as this highly marketable event probably gave them a kick of support they may have hoped for.
So then, who hit the catwalk first? You guessed it. Head collaborator and model Gigi Hadid, followed by her siblings Bella and Anwar.
.Image Courtesy of Digital.TV
The Hadid duo in particular (being Gigi and Bella), have been prominent on the catwalk for about half a decade now. At every turn, in almost every major headlining show, you will spot them (sometimes even together like they were here). As both of their current industry statuses have risen to rival 90’s supermodels, such as Kate Moss and Cindy Crawford, where they may one day soon greatly surpass them in the non-comparable digital fashion age. So in reality, it all really made sense for the entire hadid crew to take part in the Tommy family circus.
In that same 90’s fashion, Gigi Hadid reflected herself onto the catwalk to some classic beats from Biggie, opening with a plaid coat, denim cutoffs and a padlock dropping from the neck.
The collection overall felt like a mashup between fashion movements tied to music of decades past; punk, hip-hop and rock. Indeed, they were comparable fashion trends many might connect with. It captured a groupie, grungy-vibe with the use of slip dresses, puffer coats and lanyard necklaces (those in particular, looked like backstage passes to your favorite concert). Only this was an all access pass to the Tommy x Gigi Circus Rock concert.
How punk, Gigi.
Images from Tommyhilfiger.com
While the event was an extravaganza to see, I don’t know about you, but I think I’m going to need a break from the Hadid crew on the runway after watching. It’s becoming somewhat exhausting to think that only two faces could represent every look of large brands in our generation. I already know the Hadid’s aren’t planning to going anywhere (well, actually they’re probably going to keep going everywhere), but to see an entire collection stamped with Gigi Hadid approval made me take a laugh – in a good spirit – of course!
It was a pure declaration of power: 'look, I’m iconic!' And in all respects, I truly think die hard fans would lose their shit over this collection. I too, am a fan of her career and power-walk, but I find myself in a mindset to not throw any of my support behind this collaborative style. And this is really why. To think that most people would wear Tommy X Gigi capsule as a status symbol would be a huge misinterpretation and misjudgment by the brand. I also am not one to denote the ability of a dominating force, so I’m sure I will come to bite my words, just as Hilfiger has in the past. But I find myself asking – why – why this?
Images from Tommyhilfiger.com
Well, there surely seems to be a mutual benefit for both parties of the collaboration: Gigi Hadid links herself and designs to an iconic brand and Tommy Hilfiger links itself to a current iconic face of the fashion industry. This all done in favor of helping to raise the brand relevance and continue to solidify both parties feet in the game.
While collaborating with others is nothing new, it has also become common practice for big house brands to acquire growth (just take that widely taken Balmain X H&M collection a few seasons back). As a fan of both icons though, there still is not one single garment that I would be inspired to wear within it. At large, everything done with this all or nothing spirit, seems to be more of a cry for survival from the brand.
But when you’ve lost your way, sometimes more than not, it becomes vital to work closer with such rising influences. Given Gigi’s track record of sellout collections for Tommy Hilfiger in the recent past and sporting his custom looks on the red carpet at big industry events, it only made sense for him to connect to her 35 million Instagram following empire.
But were the clothes game changing and something I would buy into? Not in any way, shape or form. With the one exception that it could be game changing for the brand itself; to hit a new target market, which was previously ignored by it.
Were the clothes fashionable to average consumers? Sure, I mean, to a certain degree, I think they could be wearable for many in the commercial market. And I guess I don’t doubt whether or not this line will be successful or not, as Tommy Hilfiger’s forte is pleasing a preppy market. It’s just become personally hard to find anything to identify with, therefore I could never recommend a line I don’t believe in. Playful, yes. Original – well - no.
Here’s what I mean. While the clothes could be viewed as “trendy”, does not necessarily mean they are at all trending; as in, continuing to be a force to be reckoned with. Their is a design element here that is really behind, by at least a few seasons to say the least, if not a couple solid years. So then, why not host a grand venture of an event unless the inquiry is only to draw in further attention.
I don’t doubt for a moment that decisions were surely made! The brand most likely needed to adapt in the ever changing market or else they faced falling off of it, especially considering the rising nobility of streetwear dominance today.
This wasn’t just a brand shift for Hilfiger, it was a cultural shift for it as well; to tap into the young urban market. I saw what it was trying to sell as inclusivity, but I’m not buying into it this time around. The clothes themselves would have gained more of my attention if they were customized pieces by him for her personal closet, rather than knowing they could be in the rest of the world’s laundry basket.
But if anything stood out from this collaboration, it was “sell out”. And I’m not talking about the crowd tickets to the 2000 filled Circus Rock or referencing to the product flying off the shelves, either.
Tyler J. Drinnen, is the Founder and Editor in Chief of iTEM MAGAZINE,
a freelance fashion writer, poet,
photographer and abstract visual content producer.
He holds a Bachelor of Arts in Communication and Media Studies from Sonoma State University, where he wrote a weekly Opinion Column For
The Star, dabbled with his own radio podcast format, titled Saturday Nite Scandal, and helped to create one of the first of 25 Professional Student Lead PR Firms in the USA.
From there on, he continued his work by interning with Sonoma Discoveries Magazine and then shortly after wrote and interned for Fashion School Daily, where he solidified his love for feature writing and working with emerging talents from around the world.
In December of 2016, he received an Honorary Master of Arts in Fashion Journalism from the Academy of Art University. And what an achievement that was, to be the first in his program to have graduated a full semester early. Bringing him to four degrees in a short five and a half years, nothing will stop him from bringing art to the eyes of many.
He has worked in the fashion industry for nearly a decade, from commercial retail management to corporate level ghost writing. Now - he the poet - T.J.D. takes his life public with the independent launch of the urban California lifestyle based fashion-art movement, iTEM MAGAZINE: A Platform For Rising Artists.