New York: American fashion brand Tommy Hilfiger will be introducing a new runway show concept with #TOMMYNOW -- its first ever in-season fashion show -- at the New York Fashion Week (NYFW). The event marks the global launch of the TommyXGigi collaborative capsule with supermodel Gigi Hadid on September 9 on Tommy Pier at South Street Seaport here, read a statement. The show signifies a new era in the democratisation of fashion, and delivers the instant gratification of "See Now. Have Now." availability through an experiential fashion show open to press and consumers. The #TOMMYNOW runway show will be open to the public, reflecting Hilfiger's longstanding vision to democratise fashion and engage consumers in a fun, unique experience both on site and online. "#TOMMYNOW is the ultimate expression of my brand philosophy, and the show I have always wanted to present," Hilfiger said. He added: "We are a brand that breaks conventions, puts the consumer at the heart of our business, and believes in creating fun, inspiring experiences that fuse fashion and entertainment. Having supermodel and social media icon Hadid headlining this event will be an unforgettable moment, and I am excited to share it with all our friends and fans around the world on Friday." Moving away from a traditional show format, #TOMMYNOW will be an interactive experience that is open to consumers and amplified through digital commerce. The runway collection will be immediately shoppable at the show using digital touchscreens, and remotely through live stream and social commerce channels, including Instagram, Snapchat, Facebook and Pinterest. Hadid will open the show in a look from the TommyXGigi collection.