Tommy Hilfiger S/S 2018

Scene setting: Tommy Hilfiger presented one of the buzziest shows at London Fashion Week. The Roundhouse was the perfect setting for the circus-themed men’s and women’s show, imagined as part of a rock ‘n’ roll tour, with a troupe of digital doyennes including Bella Hadid and Joan Smalls. The famed music venue roared to life with swinging acrobats, a musical performance from the Chainsmokers, and vast screens with projections of the inner catwalk. Guests, who sat in stacked rows of seating much like an American baseball game, were treated to bite-size hot dogs and burgers before the show began.

Mood board: Hilfiger presented a collection made for the Millennial generation. There were grungy checks and plaids, cut-off denim shorts and over the knee socks, fluffy logo jumpers, nylon puffa jackets, oversized sweaters and workout wear. The see now, buy now nature of the offering meant that Hilfiger’s fans were able to snap up these looks straight after the show. The brand’s continuing endorsement of (and by) Gigi Hadid added to the need-factor of the pieces.

Best in show: Youthful overtones yes, but Hilfiger’s tailoring was still timeless. For men, there was tailored a pea coat with a plaid panel, and a checked bomber jacket with a shearling collar, both sharp pieces for Hilfiger fans of any age, whether they prefer digital or something a little more analogue.