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Two utterly different designers, Tommy Hilfiger and Chalayan, illustrate how fashion shows can be completely personal processes.
For Tommy it was a circus – literally, in the case of London’s Round House, where the presentation took place. For Chalayan, discussion about the collection is always cerebral, yet the result is mostly simple.

Tommy Hilfiger

The round stage was vast, glowing a fiery red, and glittering letters spelled “Tommy Now: Rock Circus”.

Taking his fashion on the road and dedicating an important part of the collection to the “See Now, Buy Now” concept, the American designer reached London. Where previous shows have been held in a downtown pier in Manhattan and Venice Beach in Los Angeles, the Hilfiger caravan rolled into the UK with all the razzmatazz of a real travelling circus.

Nothing was missing from the orgy of entertainment: Gigi Hadid as star model; hot dogs and hamburgers; glasses of champagne; acrobats swinging from ropes high in the tent-shaped ceiling; rap music so loud that it made the floor shake; ever-changing digital projections; and a live relay of the show on a central monitor.

But what about the clothes themselves? Cheerful, colourful and absolutely predictable. Take an elongated cardigan, striped scarlet and royal blue; a winter parka with a furry hood; a woolly beret; a checkered jacket… Everything you have seen before on the runway, including Hilfiger’s own.