Tommy Hilfiger's NYFW digital platform
At the Park Avenue Armory
It's not the first time Hilfiger has embraced online attention surrounding a fashion show, and this season, the designer will introduce a 'First Timers' digital program which brings together influencers from the worlds of music, dance, architecture and travel to document the experience of viewing a fashion show for the first time.
The participants will be revealed closer to the show, will each focus on a different element of the experience that combines their area of expertise with the world of fashion. The photos will be shared via the relevant blogs and social channels, amplified over the brand's social channels and put together in 'The Conversation' – a live social media feed running on the label's website.
"We strive to develop digital programs that engage new audiences and embrace innovative social media pioneers," said Avery Baker, Chief Marketing Officer of the Tommy Hilfiger Group.