Tommy Hilfiger Fall/Winter 2017
Photo: Getty

We currently live in a digital age that boasts so much convenience at our fingertips. And the line that separates our wants quickly blur to become our inevitable needs. We swipe to remedy hunger, sort out our morning commute, and even search for Mr. Right. But when he’s not available, there is always the pleasure of right now as a cure. And no one excels at instant gratification quite like the award-winning American designer, Tommy Hilfiger.

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Not since the ZSL London Zoo — a stone’s throw away from Hilfiger’s #TOMMYNOW show, in Hampstead last night — welcomed its first Giant Panda Chi-Chi in 1958, has the usually sleepy north London suburb seen so much celebrity megawattage. In the heart of the iconic London borough of sprawling terrace houses, nannies, dog-walkers and low-emission zones, the native New Yorker shut down the front-end of Regents Park Road (like only the he can) to stage all four of his see-now-buy-now Fall/Winter 2017 collections on one epic stage; closing London Fashion Week on an all time high.

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Coincidentally timed for an unbelievably chilly Tuesday evening in the English capital, the American designer’s latest offerings were an utter godsend — not only because he showcased two of America’s greatest exports to fashion: Sportswear and the Hadid sisters, but because it is part of his newly-adopted, groundbreaking, strategy of commerce. And much to the delight of some shivering attendees who were underdressed and subjected to the September chill on their way to the show, the looks that were shown are available for immediate purchase the minute they appear on the runway.

Up for grabs were rebellious takes on iconic ’90s heritage — that hung so spectacularly off the aforementioned siblings, and another glorious double act: Georgia May and Lizzy Jagger (which explained the presence of screaming, breathless, fans that sandwiched the entrance). Hilfiger’s vision of modern Americana — where youth culture and grunge meet prep — was played out to a soundtrack of the best of ’90s hip-hop. His clothes breathed new life into traditions with a street-style twist, statement-making tartans, unexpected proportions and salutes to athletic and skate.

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Further establishing that definitive decade of style and music, was a surprise performance from the band The Chainsmokers — as they performed mash-ups of Smash Mouth and the Backstreet Boys during the afterparty.

So just like that, our lives were forever changed by Tommy Hilfiger. But to party like it’s 1999 all over again — now that’s something even our fingers can’t promise us.

By Adriel Chiun