How social media capsized the fashion show

With a 40-foot Ferris wheel, carousel, carnival games and cotton candy, Tommy Hilfiger’s “Tommy’s Pier,” a carnival-themed party and fashion show, will play out as an Instagram fashion influencer’s fantasy. Two-thousand tickets will be passed out to fill the pier during the Sept. 9 event in the Manhattan Seaport, half of which are for the public. It’s one of the biggest consumer invitations to a fashion show: Last fall, Givenchy made 800 tickets available.

The draw of the event will be model Gigi Hadid, premiering the launch of her first clothing collection for the brand, Tommy x Gigi, on the runway, which will be streamed live on Tommy.com and Vogue.com. The collection will go on sale online and in stores that night.

To read the rest of this story, please visit Glossy.

https://digiday.com/?p=195185

More in Marketing

Why Ducati is confident in Web3, despite the cold of crypto winter

Ducati has legitimate reasons to investigate Web3 tech as a marketing tool. Building a community of Ducati enthusiasts, or “Ducatisti,” has been a core element of the brand’s marketing for decades.

Research Briefing: Brands seem unsure about TikTok’s marketing potential, but TikTok Shop pitch may cause them to spend

In this edition of the weekly Digiday+ Research Briefing, we share focal points from Digiday’s recently released reports on agency and brand confidence in TikTok, and on how publishers are making Instagram work for them.

Illustration of man playing games on a computer.

Inside Fandom’s mission to boost brand awareness among Gen Z gamers — with a little help from Instagram

While this is the first gaming related livestream Fandom has done with Instagram, it’s part of a bigger push to celebrate and embrace the vast gaming community among the Gen Z demographic thriving on Instagram’s platform.