Tommy Hilfiger Runs Out of Gas

MILAN — Milan Fashion Week ended much as it began: with a spectacle pitched as an alternative to the traditional show — one better suited, in theory, to the immediate gratification demands of these Instagram-centric times.The driver of the change: Tommy Hilfiger, who for the last three seasons has taken his #TommyNow party-cum-product-launch-cum-pop-up-shop on the road from New York to Los Angeles to London — and now Milan.Each time, he dressed up his dresses, and his see-now/buy-now collaboration with the model Gigi Hadid, with evermore elaborate experiential accessories: a South Street Seaport carnival, complete with rides and lobster rolls; a Venice Beach party, with fire-eaters and food trucks; a Roundhouse rock circus, with acrobats and a concert. Milan would be the last pit stop for the Tommy x Gigi show; the partnership was coming to its contractual end.

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