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Fashion find of the week: Tommy Hilfiger opts for digital unveiling of new collection

By Sara Bauknecht, Pittsburgh Post-Gazette on

Published in Fashion Daily News

How exactly COVID-19 will impact the future of mainstream fashion remains to be seen, but Tommy Hilfiger offered a glimpse of it with the launch of his latest collection.

For the past several seasons, he's turned traditional runway shows into shoppable experiences that people anywhere could browse and buy online. This time around, he forewent a fashionable, in-person fete for a fully digital experience.

The brand unveiled fresh looks for spring and summer in its first livestream shopping experience. Model Manuela Frey and actress Zoe Pastelle showcased the apparel in a format reminiscent of home shopping networks on television but with a millennial twist. Other guests appeared from home via video conference platforms.

The new collection stays true to the brand's relaxed-yet-chic aesthetic with flowing day dresses in shades of blue, striped bucket bag and chunky sandals.

 

Viewers could purchase the pieces during the livestream. Those who missed it can watch a playback at global.tommy.com/live and shop the collection online.

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