Tommy Hilfiger’s Bet On Instant Gratification Is Paying Off

Tommy Hilfiger had the final night of February’s Milan Fashion Week all to himself. Inside the city’s Congressi fairgrounds, the designer’s latest big-budget extravaganza sent models down a racetrack-themed runway in colorblocked leather pants and crop tops. Nearby, equally eye-catching “mechanics” in helmets and uniforms worked on Formula One cars in makeshift pit crews. It was the fourth and final collection co-designed by model-of-the-moment Gigi Hadid in a lucrative partnership that started in the fall of 2016. Like the previous three collections, all of the clothes shown in Milan were instantly available as part of Tommy Now, the company’s “see now, buy now” initiative, which erases the standard six-month wait between the runway and retail and allows for something rare: instant gratification. Read more at Bloomberg.