Following the announcement and debut of his pioneering 'Digital Showroom' for buyers, Tommy Hilfiger has unveiled a new online project – this time the sale of his coveted wares, direct from the New York Fashion Week (NYFW) runway.

To celebrate the iconic American designer's 30th anniversary, Hilfiger will release limited-edition Autumn/Winter 15 designs for online sales following his February 16 show at the Park Avenue Armory during NYFW. 

The collection will fuse football themes and varsity motifs with Hilfiger’s classic American sportswear designs. “Our inspiration this season is rooted in one of the most iconic and inclusive American past-times: football,” said Tommy Hilfiger. “This Fall we will celebrate our 30th anniversary with limited-edition product available to our consumers the moment the look steps onto the runway. We will also continue to introduce innovative digital technology that democratizes the event and invites everyone to view the show in expanded, engaging ways.”

The 63-year-old designer also continues to prove his salt as one of the key social media innovators, announcing that the 30th anniversary sweater and clutch will debut on the Tommy Hilfiger Twitter stream, seconds before stepping onto the runway, using the popular 'Twitter Mirror'. This will be the first ever time the Twitter photo technology will appear backstage at NYFW to exclusively preview looks from the collection.

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To celebrate Tommy Hilfiger's 30th anniversary, exclusive styles that premiere on the runway will be instantly available to purchase on tommy.com on February 16 for a limited time only.