All eyes were on Tommy Hilfiger, who made his return to London Fashion Week in 2017 after a 20-year absence with his “innovation incubator”. The man himself said: ‘[We’re] breaking all the rules and disrupting the fashion industry with new authentic experiences for consumers around the world. As we continue our leadership role in democratising the runway, we are driven by our passion to come up with new all-inclusive ways to involve and empower consumers, male and female, to take part in these unique experiences.’

The show was called “Rock Circus” and was suitably rock ‘n’ roll inspired – with a futuristic techy twist. Centred around the “see now, buy now” ethos of instantly shoppable fashion, the collection was made immediately available not just on the Tommy Hilfiger website, but through click-to-buy platforms across Facebook, Instagram, Snapchat, Twitter and Pinterest.


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.