Celebrating the fusion of social media and fashion show photography, Instagrammers will have exclusive access to the “InstaPit” – a dedicated Instagram Media Pit – at the Fall 2016 ‘Hilfiger Collection’ show.

Hilfiger will be returning to the Park Avenue Armory for his February 15th runway show.

NEW YORK, NEW YORK (January 31, 2016) – Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], will host New York Fashion Week’s first ever “InstaPit” for Instagram content creators at the Fall 2016 Hilfiger Collection fashion show, taking place at the Park Avenue Armory on Monday, February 15, at 11:00 a.m. The “InstaPit” brings a modern twist to NYFW photography that complements the traditional media riser and creates an exclusive space for Instagrammers to capture the Fall 2016 Hilfiger Collection looks as they premiere on the runway. The concept encourages a digitally-savvy approach to generating runway photography and reflects the brand’s ongoing vision to further democratize the show experience.

“Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone – from guests in New York to our global fan base watching via livestream and on social media,” said Tommy Hilfiger. “Instagram is an amazing partner to the world of fashion, and for Fall 2016 we’ll leverage the platform’s incredible popularity and influence in the industry with the first ever ‘InstaPit’ at New York Fashion Week.”

Tommy Hilfiger has a longstanding relationship with Instagram; at the Fall 2014 Hilfiger Collection show, the brand hosted the first runway show “InstaMeet,” where a group of 20 local Instagrammers were invited to join Mr. Hilfiger on site on show day to capture the environment in a unique and inclusive way.

“Our Fall 2016 ‘InstaPit’ concept embraces our pioneering spirit to break conventions and inspire audiences through unique digital initiatives at our runway show,” said Avery Baker, Chief Brand and Marketing Officer for Tommy Hilfiger. “Reflecting the inclusive attitude at the core of our brand, this will further open the runway to an established network of Instagrammers and invite them to share their compelling photos captured at the show. It’s a contemporary, creative and relevant approach to fashion photography.”

Past digital innovations at Hilfiger Collection shows have included the hugely popular “Twitter Halo” at the Spring 2016 show, where the likes of Gigi Hadid, Suki and Immy Waterhouse, Behati Prinsloo, Joe Jonas and Lizzy Jagger lined up to film 360-degree “Halo” videos that were shared in real time, embedded in the Tommy Hilfiger Twitter feed. The “Twitter Mirror” was launched at the Fall 2015 show, while the “Vine 360 Booth” backstage at the Spring 2015 show generated widely-viewed posts from Kendall Jenner, Georgia May Jagger and Alexa Chung, among others.

Further details on the Tommy Hilfiger brand’s full digital fashion week program will be announced during Fall 2016 New York Fashion Week.

Tommy Hilfiger Digital
Tommy Hilfiger is driven by a mandate to pioneer and elevate day-to-day business through the power of digital technology. Inspired by its trademark entrepreneurial spirit, the brand uses digital initiatives throughout its operations to reach new consumers, improve service and efficiencies, support sustainability, enhance the fashion industry and push the boundaries of the status quo. In 2015, Tommy Hilfiger unveiled the fashion world’s first digital showroom in Amsterdam, and in 2013 the company opened its first “digital flagship” retail store in Düsseldorf, Germany. The same year, Hilfiger Denim was the first fashion brand to present a cutting-edge, fully digitalized stand at the Bread & Butter Berlin tradeshow. At New York Fashion Week, Tommy Hilfiger has pioneered a digitalized Runway Newsroom, which provides global press with immediate access to all show-related collateral.