Tommy Hilfiger the man has a lot to answer for. Not content with disrupting the entire fashion system by becoming the first designer to bring see-now-buy-now into force last September via #TOMMYNOW – with half of the 2,000 attendees being consumers, plus punters having the power to purchase pieces fresh off the runway via a shoppable livestream, and also on Facebook, Instagram, Snapchat and Pinterest – he’s changed the game yet again.

Tommy Hilfiger SS17

On 8 February 2017, he will be transporting the fash pack to Los Angeles for the next installment of his see-now-buy-now story. He explained, “The casual, cool, chic look that is leading the fashion world this season was born and bred in LA, and I knew this show would feel at home on Venice Beach.” He added of his SoCal coconspirator, “Gigi and I have loved fusing elements of her California lifestyle and a music festival atmosphere in the second TommyXGigi collection.”

Hilfiger and Gigi Hadid, who will show their second TommyXGigi collection in LA on Feb 8
Credit: Getty Images

To further up the ante, prior to the show, shoppers will be able to vote for their favourite looks from TommyXGigi SS17 on social media, with the most popular being put into production, and – you’ve guessed it – available to shop straight from the runway.

Tommy is the latest in a succession of American designers including Tom Ford, Rachel Zoe and Rebecca Minkoff to defect from the established show schedule to the City of Angels. NY-see-ya!

Hadid opened the Tommy Hilfiger SS17 show in this look from the TommyXGigi capsule range
Credit: Getty Images

Alison Tay is the Editor-in-Chief of GRAZIA Middle East and an International Woolmark Prize judge. Follow the British fashion journalist and celebrity stylist on Instagram and Twitter.