Two days after the Tommy Hilfiger Fashion Week show, Tommy Pier was open to the public. Located at the South Street Seaport in downtown Manhattan, Tommy Pier was a carnival first and a pop-up shop second. Upon stepping onto the dock and squinting in the bright sunlight, it actually took awhile to find the clothes. But you knew they were there. Having to look for them made it more exciting.
As a neighborhood carnival, Tommy Pier matched its peers in every way. There were rides, there were games, there were fries, there were donuts, there were temporary tattoos, there were photo booths, and there were long lines of people twisting and overlapping in every direction.
Rides: the Tornado, a Ferris wheel, and another spinning ride (not pictured).
Gigi’s Boxing Club, est. 2016.
What are carnivals without prizes? I think I found Nemo…and his extended family.
The quintessential yummy, unhealthy food.
A temporary tattoo parlor. The line for the nail salon.
The atmosphere was excited and a little surprised. “Do we have to pay to get in?” I heard one girl say. No, we did not. People slowly approached the games and food stands, as if they wanted to first make sure it was okay. After all, it’s rare to see a premium brand present itself in such an irreverent and accessible way. Yet once a few people stepped up to the booths, everyone else followed.
More food! Including lobster rolls, one of my favorites.
Nails by Valley and Hilfiger Records.
I found a little wooden house midway down the pier with a Tommy x Gigi sign and a rope chandelier. Inside the collection was neatly displayed, apparel on hanging rods and accessories, underwear, and perfume on shelves. The cash register was in the center so shoppers could walk in a full circle. This was useful because the little shop was packed. Tommy Pier opened at noon that day, I arrived at around 1:00, and already the displays were sparse. There were three sales associates wearing matching navy blue Tommy Pier t-shirts. Though there was little room to walk, the customers treated the merchandise with more respect than you would see at a typical crowded retail store. Customers picked their things up. Customers re-folded. Customers hung their hangers back on the racks. (I worked in clothing retail for five years. I notice these things.)
Inside the pop-up shop.
A band jacket and sailor’s cap from the collection.
In addition to this shop, there was an identical little shop on the other side of the pier, as well as a Tommy Vintage Shop. This shop was smaller than the others and offered sweatshirts, jerseys, and other sporty logo apparel.
At the far right corner of the pier was a little nook with three wooden benches painted like the American flag. People took selfies and pictures of their friends, asked strangers to take their picture, or simply sat down to rest in the heat, which had to be over 90 degrees. It was also the perfect place to look out at the other piers, the East River, Brooklyn, the helicopters in the sky, and the commanding buildings of the Financial District.
Taking a break from the mayhem. Vintage star and moon earrings. Heart pendant from my mother. Chain from AJ’s Jewelry.
My sweet little purse on the American flag bench. If you look closely, it has anchors on the buttons. Vintage purse. Eton ring watch.
The boating lifestyle that inspires the Tommy Hilfiger brand.
At one point a large commercial boat called the Zephyr docked at the pier, its passengers disembarked, and the crowd briefly doubled in size. A little “fashion week” isn’t about to disrupt business as usual!
Paloma shoes with what could very well be life preservers.
A statue on a cobblestone street in the Seaport district.
To give some context, here are the best looks from the actual fashion show:
(Antonio de Moraes Barros Filho/FilmMagic)
(Antonio de Moraes Barros Filho/FilmMagic)
Anna Wintour attends the seaport extravaganza. (Getty Images)
Doutzen Kroes, Martha Hunt, and Taylor Swift check out the carnival. (Getty Images)
It was fun, and I was really happy I went. It felt good to see so many people enjoy the new Tommy Hilfiger collection. Premium, contemporary, and luxury brands worry about “overexposure”, when their brand is worn by so many people that it isn’t special anymore. This does happen. This happens with discounts and outlet stores, and certainly with counterfeit merchandise. But I do not think this will happen with public events like Tommy Pier. A brand can always decide its exclusivity with its price points. If anything, I think wider awareness of a brand by all people will confer even more recognition and prestige to those who buy and wear the clothes.
I think it’s important for the fashion industry to cater to consumers and stage fun events like this. There is a misconception out there that clothing, shoes, handbags, jewelry, and accessories are just “things”. The term “experience economy” has been used to describe the shift of consumer spending to experiences over things. Yet spectacles like Tommy Pier prove that not every consumer good falls neatly into one side of the binary. Fashion has always been about more than just things; it is beautiful images, it is icons, it is the spirit of a brand, it is the excitement of shopping, and it determines much of the way we present ourselves when we embark on any other kind of experience. Tommy Pier presents the possibility of finding new fashion, knowing its back story, and living in it — not just putting it in your closet.
As seen from above! (blog.thestorefront.com)