Mattel unveils Gigi Hadid Barbie in collaboration with Tommy Hilfiger

Mattel unveils Gigi Hadid Barbie in collaboration with Tommy Hilfiger / Mattel

Supermodel Gigi Hadid is poised to unveil her Tommy x Gigi collaboration with Tommy Hilfiger this afternoon (8 February), and Mattel has unveiled a special Barbie doll to mark the occasion.

The toymaker looks to have teamed up with the designer brand for the launch, revealing a Hadid-style model on its Instagram page. The brand ran a similar promotion for the model's first Tommy x Gigi back in September, where the doll was shown posing in clothing from the line.

The doll won't be available for sale to the general public, but will apparently feature in some form at today's Tommy Hilfiger runway show launch event. 3000 guests are anticipated to attend the pop-up which will see LA's Venice Beach transformed into 'Tommyland' for the day, featuring amusement rides, live music and food.

Hadid is the global ambassador for Tommy Hilfinger in a deal spanning footwear, accessories and fragrance. Following the 21-year-old's September collection launch the brand experienced double-digit growth in retail and e-commerce performances compared to the same period in 2015.

Her first collection also prompted a 900% increase in traffic to the luxury brand's site.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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