Our Very First Pop-Up for Tommy Hilfiger at London Fashion Week 2017
After months of hype and anticipation, the TOMMYNOW Rock Circus finally rolled into town this September to cap-off another show stopping London Fashion Week. Not only was it the first Tommy Hilfiger show in two decades to grace this side of the pond, he would also be showcasing his latest TOMMYXGIGI collection. However, in perhaps bigger news, we were only going to be launching our first ever pop-up at the show (no biggy) and we couldn’t contain our excitement.
Before the show kicked off at Camden's Roundhouse theatre. Try and spot our pop-up!
A-listers flood the catwalk area as they wait for the main event to get underway. Check out our pop-up just visible to the right of the Tommy Now sign!
After being approached by Tommy earlier in the year, we could never have imagined we would be collaborating at their LFW show. Tasked with supplying some show-stopping vintage Tommy, our buyers cranked up the gears to source some of the rarest garms we have seen pass through the store. When we couldn’t dig anymore, we sat back and admired everybody's hard-work – our rails sagged under the weight of everything from classic dungarees and embroided knitwear, to fluffy fleeces and attention grabbing jackets. We had done what we do best.
Some of the True Vintage team pose for a photograph before the event at our V.I.P. pop-up
A look at our main pop-up
The set-up and preshow production rehearsals for the main cat walk would rival any festival, and once these ended the doors opened and those who had been lucky enough to bag themselves an invite began to flood the venue.
Some of our V.I.P. rails generating interest during the event
With the catwalk show kicking off at 8pm, guests had the chance to immerse themselves in the Rock Circus, circling the Roundhouse Theatre which had been transformed into what felt like a stadium concert. Roaming vendors served complimentary wine, beer, sliders, hot-dogs and some very appropriate fish and chips given the location. The entertainment included a selection of merchandise stands including our two pop-up stalls and the new TOMMYxGIGI collection.
Korean singer and actress Lee Ah-you-mi a.k.a. 'IconiQ' browses our rails in the V.I.P. area
A roaming vendor dishes out some hot-dogs amongst guests
As part of the build-up to the event, we ran an online competition give away for 30 pairs of tickets to TOMMYNOW. With over 1500 entries, the lucky winners were treated to an evening of top-class entertainment at the exclusive event. This also gave us the opportunity to put faces to the names of some of our customers, and chat with the ones who stopped by.
Two of the shows catwalk models try on some of our pieces down in the V.I.P. area
The massively publicised event played host to a who’s who of celebrity A-listers, including Formula 1 World Champion Lewis Hamilton and Brazilian footballer Neymar Jr. During the preshow rehearsals, DJ headliners The Chainsmokers were spotted wandering The Roundhouse. After calling into our pop-up to check us out, one of the duo Alex showed us some support by purchasing our yellow HILFIGER rugby jersey, which he then later wore for his performance.
Neymar Jr. with Lewis Hamilton who is wearing a vintage Tommy Shirt and Polo that are typical examples of some of the stock that we took to the event
True Vintage's Simon assisting IconiQ at our V.I.P. pop-up
IconiQ spotted on the red carpet with Tommy & Gigi before heading inside to check out our pop-up
The Chainsmoker's Alex plays the show out in our yellow HILFIGER rugby jersey fresh from the pop-up
The Chainsmoker's bring the show to a close
Once the curtain went down and the last of the guests had left the venue, we had time to pause and reflect on the success of our first pop-up. Having arrived at the venue just after midday, to the last guests leaving at gone 11pm, a quick drink was on the cards to cap the night.
First pop-up done, keep your eyes peeled for announcements of more exciting events coming up for us in 2017 and beyond.