• Home
  • News
  • Fashion
  • Instagram Pit boosts Tommy Hilfiger's social media presence

Instagram Pit boosts Tommy Hilfiger's social media presence

By Don-Alvin Adegeest

loading...

Scroll down to read more

Fashion

It was all aboard Tommy Hilfiger's new business model, which saw its Fall 16 show with a first ever Instagram Pit, or InstaPit, an area usually revered for fashion photographers of leading publications such as Conde Nast's Vogue and the New York Times.

The InstaPit was created especially for social media influencers, those with big league followings such as @CelineAagaard, @StephanieGiesinger and @CaroDaur. Posting live, these influencers were garnering tens of thousands of likes instantly - which is money in the bank for the Hilfiger brand.

The collection itself was a nautical celebration that was backed up by a setting meant to evoke the golden age of cruise liners. While the clothes may have left critics divided, the brand's publicity machine went into overdrive to ensure the show left no social media stone unturned.

This isn't the first time Tommy Hilfiger has conceptualized a runway show with Instagram in mind - for its Fall 2014 collection, the house debuted the "InstaMeet," where 20 Instagram influencers were invited to join Mr. Hilfiger on show day to capture the environment behind the scenes. And just last season, Hilfiger's runway finale featured a pack of models led by Gigi Hadid frolicking through a water lagoon, making for one of the biggest Instagram moments at NYFW.

Images:Tommy Hilfiger Fall 16

Tommy Hilfiger