Tommy Hilfiger has released a new app for Apple Watch that will grant wearers a 'fast lane' entrance to the brand's Womenswear catwalk show at New York Fashion Week on 15 February.
Guests can use their Apple Watch to receive show notifications, update RSVPs and scan into events with a raise of their wrist, as well as by pass less tech savvy fashion fans.
Apple Watch users will also be notified when key imagery from Hilfiger’s runway, front row and backstage are uploaded.
The fashion house's show will serve as the premiere of the Apple Watch fast lane at New York Fashion Week but all shows using the digital check-in, created by GPS Radar can use the app.
“Digital innovation is changing the industry faster and faster every season and we’re always excited to be on the forefront of those changes,” said Tommy Hilfiger. “Premiering the GPS Radar for Apple Watch fastlane and delivering this new service to guests at our show is exactly the kind of unique, cutting-edge digital experience we love to bring to NYFW each season.”
The move comes as luxury brands look to new ways to delight and engage with consumers in real time in the digital and social age. Just last week Burberry announced that it will cut its four catwalk shows down to two to coincide its shows with its retail calendar, meaning shoppers can buy items as soon as they premiere on the runway.