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Hilfiger to host 1st fashion week 'Instapit' in NY
30
Jan '16
American fashion label Tommy Hilfiger is set to give the upcoming New York Fashion Week a digital twist. It will host New York Fashion Week's first ever “InstaPit” for Instagram content creators at the Fall 2016 Hilfiger Collection fashion show on February 15, it said in a press releasae.

The “InstaPit” brings a modern twist to NYFW photography that complements the traditional media riser and creates an exclusive space for Instagrammers to capture the Fall 2016 Hilfiger Collection looks as they premiere on the runway. The concept encourages a digitally-savvy approach to generating runway photography and reflects the brand's ongoing vision to further democratize the show experience.

“Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone – from guests in New York to our global fan base watching via livestream and on social media,” said designer Tommy Hilfiger after whom the brand is named. “Instagram is an amazing partner to the world of fashion, and for Fall 2016 we'll leverage the platform's incredible popularity and influence in the industry with the first ever 'InstaPit' at New York Fashion Week.”

The label has a longstanding relationship with Instagram; at the Fall 2014 Hilfiger Collection show, the brand hosted the first runway show “InstaMeet,” where a group of 20 local Instagrammers were invited to join Hilfiger on site on show day to capture the environment in a unique and inclusive way.

“Our Fall 2016 'InstaPit' concept embraces our pioneering spirit to break conventions and inspire audiences through unique digital initiatives at our runway show,” said Avery Baker, Chief Brand and Marketing Officer for Tommy Hilfiger. “Reflecting the inclusive attitude at the core of our brand, this will further open the runway to an established network of Instagrammers and invite them to share their compelling photos captured at the show. It's a contemporary, creative and relevant approach to fashion photography.”

In 2015, Tommy Hilfiger which is owned by PVH Corp., unveiled the fashion world's first digital showroom in Amsterdam. Earlier in 2013, the company opened its first “digital flagship” retail store in Düsseldorf, Germany. (SH)

Fibre2Fashion News Desk - India

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