On Facebook Messenger, the instant shopping experience was personalised through AI chatbots, TMY.GIRL and TMY.BOY, which offer real-time style advice based on personal preference and the occasion. The team revealed that over 100,000 messages have been exchanged with the chatbots since their launch – that’s definitely tech to talk about.

If you missed your invite to the show, fear not: Tommy Hilfiger catered for those who couldn’t make it with their TommyNow Snap app, which generated a virtual, 360-degree catwalk via augmented reality event technology. Front-row seats have never felt so comfy as when you’re browsing from your sofa. The app also enables image recognition, so you can shop simply by pointing your phone at any image of a Tommy collection piece, whether it’s a photo of a model, a physical item in store, or even user-generated social content.

Third edition coming tomorrow.