Tommy Hilfiger: Californian cool and white bandanas for unity

Tommy Hilfiger's decision to unveil his spring collection in Los Angeles instead of New York wasn't the only difference about his show this year. Among the Americana-inspired designs on the boardwalk at Venice Beach on Wednesday, all the models wore one item in common: white bandanas around their wrists, which they highlighted raising their arms together during their final turns.

A symbol of unity in a divisive new era of US politics, it was part of an initiative by the Business Of Fashion website, which is calling on the global fashion community to "join the #TiedTogether movement and make a clear statement in support of solidarity, human unity and inclusiveness".

"Wear a white bandana as a sign to the world that you believe in the common bonds of humankind -- regardless of race, sexuality, gender or religion," the website's publisher Imran Amed wrote Wednesday.

Hilfiger designed the TommyXGigi collection in collaboration with supermodel Gigi Hadid, who opened the show in front of a crowd of more than 3,000 guests.

The collection included tee-shirts in striking colors and geometric prints, and skirts and pants that were very short or long and tight.

"We were inspired by California -- the youthful attitude, the laidback lifestyle, and the spirit of festivals where music and style collide with our own pop culture heritage," Hilfiger said in a statement.

"Our take is a greatest hits of Americana with lots of denim, nods to western culture and patches to make things personal."

Welcome to Tommyland

Complete with a beach, a sunset, palm trees, acrobats, skaters, food trucks, theme park attractions, graffiti, and performances, the brand brought its guests to a truly festive space to present its new collection, along with the latest pieces from "TommyXGigi," all of which were available at the end of the show.

Tommy Hilfiger also broke new ground with a new personalized application -- TOMMYLAND SNAP:SHOP -- that allows users to purchase pieces displayed in moving 3D images: a chance for the 3,000 guests, which included 2,000 consumers, to obtain pieces from the new collection by simply taking a snapshot of the models.

Californian cool attitude

Young, relaxed, chic, bohemian and a touch sporty, Tommy Hilfiger's new collection mingles fashion with the music and creativity of California. It goes without saying that festivals like Coachella are at the heart of this new collection, which features ample sweatshirts, teddies, jeans with embroidered logos and patchwork, mini-shorts and lots of fringes. 

Tommy Hilfiger's traditional colors — navy, white and red — striped fabrics and the American flag dominated in this laidback chic collection.

Another feature was the swimwear, which blended perfectly with the read-to-wear collection and long print dresses that added a bohemian touch.

An abundance of star models

Along with Gigi Hadid, who closed the flamboyant show, large numbers of star models were on hand to present the two new collections in Tommyland.

Gigi's sister and model in vogue, Bella Hadid, was on the catwalk, as were Hailey Baldwin, Romee Strijd, Joan Smalls, Valery Kaufman, Camille Hurel, Lineisy Montero and Pauline Hoarau, to name but a few.

The new collections are already on sale in stores in more than 70 countries around the world.

With reporting from AFP - Relaxnews