The YR x Tommy Hilfiger installation ran for one month at the Selfridges London department store to celebrate the launch of the new AW16 collection in collaboration with world renowned supermodel Gigi Hadid.

Tommy Hilfiger fanatics were able to customize their new purchases from the collection with name initial lettering which was then monogrammed live onto the pieces.

Consumers were able to enter their initials onto the custom-built software to envision their design and select a placement area across the breast or arm.

Custom lettering was delicately applied onto selected garments and beautifully packaged with Tommy x Gigi Hadid wrapping paper, an exclusive tote bag and a set of DIY patches inspired by the nautical collection with the brand muse. The launch was a great success with the initial order of the bomber jacket selling out in the first few days.