Tommy Hilfiger x Gigi Hadid Reaches the Checkered Flag with S/S18 Presentation

The final TommyNow Drive show, which took place in Tommy Hilfiger x Gigi Hadid collaboration, which began with a carnival at New York's South Street, Seaport, stopped at Los Angeles's Venice Boardwalk, and most recently hit the London's Roundhouse Stage for a rock circus. Sunday's show, centered around Formula One, arguably resembled Hadid's style the least, but, as she moves on from the design collaboration, Hilfiger has a new deal to promote. Earlier this year, the American designer replaced Hugo Boss as the main sponsor of the four-time F1 champions, Mercedes-AMG Petronas Motorsport, and will subsequently be designing their travel and team uniforms, in addition to office and hospitality wear. So, while Hadid was brought along by her loyal following of 38 million Instagram followers, Tommy seems more determined on now winning over F1's nearly 500 million.

With Teeny and Gigi, it would be great to see them in the minds of the future, where the emphasis was on 'show' more than 'fashion.' Would there be a race that saw supermodels behind the wheels of 200-mph F1 cars? Would the duo arrange for attendees to be driven into the show in the high-powered cars?

Sadly, Hilfiger and Hadid decided against any such excitement, surely disappointing, many given the possibilities, and instead opted for a traditional, albeit extraordinarily long, runway. With 2,000 attendees, the Italian venue was designed to resemble an indoor race track, the 212-meter long catwalk around. Also at the center of the track-created runway were piles and piles of Pirelli tires, a pit stop, that feature, a rather loud wheel gun, and a shop selling the Tommy x Gigi merchandise that was a popular stop for guests pre-show.

As the show began, with with Ms. Hadid donning the first look and her sister Bella not far behind, a slew of racing-flag-checked crop tops, leather sweats, red and blue anoraks, and countless bathing suits all in black, white, red and blue flew down the catwalk. The Tommy Team of models included the Hadid sisters, their brother Anwar, Winnie Harlow, Hailey Baldwin, Lucky Blue Smith, and notably "hot felon" Jeremy Meeks, all of whom seemed to be enjoying the festive evening and embracing the racer chick dude) lifestyle.

In today's world, where designers fight for the aforementioned fashion show the industry once knew. While Tommy and Gigi's efforts with their Sunday presentation are certainly admirable, it is safe to say that after the duo's first three shows. The TommyNow's heavy emphasis on wearability and see-now-buy-now in the last couple of years has made for somewhat boring clothing, at least by the standards of the Fashion Month; and although this has happened in the past four seasons. When the social-media friendly smoke clears, though, as it appeared on Sunday evening, all attention turns to the clothes themselves, which, in Tommy and Gigi's case, proved to be unfortunate.

Written by Gabby Shacknai
Visuals by Olga Sorokina
Photos by Gerson Lirio

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