Tommy Hilfiger, Gigi Hadid unveil collection on famed LA beach

Designer Tommy Hilfiger and model Gigi Hadid walk on the runway

Designer Tommy Hilfiger and model Gigi Hadid walk on the runway

Published Feb 10, 2017

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Gigi Hadid walks the runway at the Tommy Hilfiger TommyxGigi Runway Show at Venice Beach on Wednesday, Feb. 8, 2017, in Los Angeles. (Photo by Rich Fury/Invision/AP)

American designer Tommy

Hilfiger and model Gigi Hadid presented their latest

collaboration - "TOMMYxGIGI" - at a show on Venice Beach in Los

Angeles.

The famous promenade was overtaken by 'Tommyworld' - a

temporary theme park with roller skaters, skate boarders,

acoustic musicians and fire-breathing performers.

The show reflected Hilfiger's move to a runway-style format

similar to Victoria's Secret. It also allows consumers to buy

items from the collection immediately rather than wait several

months, Hilfiger said.

"It's listening to the consumer and the consumer wants

immediate gratification. They want to buy now, wear now," he

said before the show.

The idea to move the show from New York to Los Angeles was

inspired by Hadid, a California native.

"This particular collection is inspired by southern

California and Gigi Hadid, who collaborated with me, is a

southern Californian girl who has that sense of style and that

sporty, outdoorsy, cool, casual attitude," Hilfiger said.

The show itself, which was attended by pop star Lady Gaga,

saw many of the red, white, black and blues expected from

Hilfiger's brand but also included patchwork designs seen as

Hadid's contribution to the collection.

(Reporting by Reuters Television, editing by Darren Schuettler)

LOS ANGELES, Feb 9 (Reuters) 

Models walk the runway during the 2017 Tommy Hilfiger Runway Show in Venice A model walks the runway during the 2017 Tommy Hilfiger Runway Show in Venice A model walks the runway during the 2017 Tommy Hilfiger Runway Show in Venice

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