There is nothing quite like the hive of activity that gravitates around Lincoln Center during Fashion Week. Crazy dressed bloggers, designers, photographers that hang around waiting for celebrities to exit shows, all clasping Starbucks Iced Teas and eyeing up their surroundings.
Last year I worked at shows for New York Fashion Week. This year I was asked to attend them. (What a difference a year makes!)
Working for the Daily News means I attend and report on fashion events around Manhattan. But there is one show that I still now, in October reflect on and that is Tommy Hilfiger’s SS 2014 innovative catwalk show – that not only focused on fashion but he really took the digital aspect of the show to the next level.
First of all, their is good news for journalists and bloggers regarding images in that you didn’t have to contact a PR to get a look at his collection. Hilfiger introduced a digital team where you could email them directly for snaps. Genius.
Hilfiger has always been a designer ahead of the digital game. For the past few seasons he has streamed his catwalk shows on the Tommy Hilfiger Facebook page bringing the whole world to his show – not just an elite few to enjoy. But this year he incorporated Twitter into his social media domination and introduced a hashtag – #tommyspring14 which the backstage models used, the backstage team used, himself and his 900 guests so everyone could be part of the conversation. Tweets were there broadcast on an overhead for the show for everyone to see. It kept the whole show in sync.
My favourite part of the show was The Newsroom. Each attendee received an email to say that pictures, quotes, music track list, press releases and design details would be available after the show in a ‘virtual newsroom’. It gave the press complete control of information and didn’t have to wait on yes or no answer which I think is pretty damn cool.
Hilfiger is the first designer to create a global gathering at a show, which I’m sure will be now done by every other designer and it is a fantastic use of digital media.
I’ll leave you with my favourite piece of his SS14 collection. The mash of colours, the shape, the cut. Delicious.