Tommy Hilfiger - Co Creation
Tommy Hilfiger & Co Creation
Role – designer / creative
- A collection made by members
To democratise fashion has been a part of why Tommy Hilfiger exists. We always had a dream to see how far we truly could take democratisation when launching a new collection. With the SS17 collection around the corner we put Tommy Hilfigers members in the driving seat to co-create the collection with Tommy Hilfiger. It was a great chance to give the tools to the members and ask them the question: What do you like?
Decisions, decisions, decisions.
The mechanic was simple. We got influencers to model all of the options, through both social and a web-app we both listened and decided as members went through all the options and then decided their piece for the collection. The web-app hosted a rich mobile experience where the heart was the central decision-mechanic.
Your hearts have decided
From beginning to end, the decisions was short and intense. In each category: Bomber jackets, jeans, hoodies and the polos - one winner got decided, anounced and made available for all of our members.