Tommy Hilfiger AW16

The Tommy Hilfiger show was one that couldn’t be ignored in New York today. Was that because of the clothes? Hmmm. Not necessarily.

The InstaPit for the biggest social media influencers (ie those with massive followings who can guarantee instant coverage of the brand) was perhaps the biggest news.

Evenewithout that, after last season’s standout collection (remember all that fabulous crochet?), after the designer’s announcement that he’s changing to an instant fashion business model as of September, and after news of model-of-the-moment Gigi Hadid’s collaboration with the brand, Hilfiger was bound to be the hottest ticket so far in a very chilly fashion week.

Tommy Hilfiger AW16

All that could have made the collection being shown today a bit of an afterthought. But the Hilfiger publicity machine made sure it wasn’t. Carefully timed previews of its nautical look and plenty of social media activity (Snapchat as well as that Instagram Pit) ensured the fashion world’s attention was firmly focused on the Good Ship Hilfiger.

So what about the clothes? Like the curate’s egg, critics gave them a mixed review. Good in parts, it seems. Personally, I’ve always felt obvious nautical looks feel a little too much like a costume party and an odd choice for an AW collection.

Tommy Hilfiger AW16

But there was still plenty to like: some ‘grown-up-pretty’ print dresses from knee to ankle length with a 40s edge, some excellent utility-influenced outerwear that felt very luxe in creamy satins, some capes, some shearling trims, sock boots, pea coats and a series of shimmering evening pieces that were more red-hot date than red carpet.

It was enough to continue the credibility overhaul that the Hilfiger brand has enjoyed in recent years, even if the brand’s forthcoming activity come September left me a little more focused on what the brand has planned for the future, rather than what it’s just shown us.

Tommy Hilfiger AW16

All pictures courtesy Tommy Hilfiger