Last season we saw the TommyXGigi Tommy Pier, in which you could shop the collection live, and this season totally lived up to expectation with the incredible integrated fashion experience at Tommyland.

Taking inspiration from the Victoria's Secret Shows, Hilfiger developed a story and a build up around the show which created suspense and buzz around the spectacle. Sneak peak releases of the collection and the vibe of the event were released across all social platforms in the week leading up to the show.

West coast get ready @GigiHadid is on her way to drop the Spring '17 #TOMMYXGIGI collection LIVE on the #TOMMYNOW runway in LA - Feb. 8 ✌🏻️💋

A video posted by Tommy Hilfiger (@tommyhilfiger) on Feb 5, 2017 at 4:21am PST

Supermodels aren't the only thing we've got LINED UP for TOMMYLAND… ❤️️Save the date! Feb 8, 5:00 PM PST #TOMMYNOW

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 6, 2017 at 2:38am PST

Today the sun rises with your first official look at the #TOMMYXGIGI Spring '17 collection! See it. Love it. Get ready to shop it LIVE from the #TOMMYNOW runway on Feb 8, 5pm PST! 💋

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 6, 2017 at 9:06pm PST

Come explore @GigiHadid's Spring '17 #TOMMYXGIGI Collection NOW to find your faves & get ready to shop straight from the #TOMMYNOW runway tomorrow - Feb. 8 @ 5pm PST! 👉tom.my/now

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 7, 2017 at 10:27am PST

Is the west coast the best coast? YASSSS! Say hello to the #TOMMYXGIGI Spring '17 vibes ft. the one-and-only @GigiHadid! 🌴☀️

A video posted by Tommy Hilfiger (@tommyhilfiger) on Feb 7, 2017 at 2:37am PST

The build up jumped into another level the night before the event with all the models flying on 'AirTommy' to LA in their Hilfiger Squad bomber jackets and athleisurewear style.

Every year, every runway, we aim higher. I'd say AirTommy at 30,000 ft. tops it... FOR NOW! - TH #TOMMYNOW

A video posted by Tommy Hilfiger (@tommyhilfiger) on Feb 8, 2017 at 1:33am PST

Everyone's checked-in for AirTommy flight SP17 for non-stop supermodel service to TOMMYLAND! Please make your way to Insta or Snap stories for take-off! #TOMMYNOW

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 7, 2017 at 4:46pm PST

Flight crew, prepare for take-off. (Don't miss the Snap and Insta Stories from inside AirTommy!!) ✈️🌴♥️

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 8, 2017 at 12:14pm PST

Get ready L.A. 🌴the #TOMMYNOW supermodels have landed!

A photo posted by Tommy Hilfiger (@tommyhilfiger) on Feb 8, 2017 at 1:38pm PST

The collection itself followed this suit. Bold Prints and Sporty Shapes in the usual Hilfiger Red, White & Blue. The party and free spirited atmosphere of Tommyland is replicated in the collection, and a great thing about it is that it is wearable and practical, compared to the stereotypical fashion week collections that you could never imagine any one in.

Testing... Testing... TOMMYLAND is officially ready to rock! Much love & thanks to @GigiHadid & our faithful festival crew! #TOMMYNOW #TOMMYXGIGI

A video posted by Tommy Hilfiger (@tommyhilfiger) on Feb 8, 2017 at 5:41pm PST

The interest in the event was huge and took over Venice Beach and social media. Oh and not forgetting that the designer collaborator herself, Gigi, announced the honour of becoming a Barbie Doll which was also launched at the show.

Rolling into Venice with my girl @gigihadid! Only one day until her second collection for @TommyHilfiger debuts and much to do before then! 🌴 #TommyXGigi #gigihadid #barbie #barbiestyle

A photo posted by Barbie® (@barbiestyle) on Feb 7, 2017 at 11:47am PST

I love that shows aren't just the ten or so minutes anymore. It's about creating an integrated experience that fully immerses you into the life of the designer and their collection.

Check out the live feed and all the behind the scene images of the show over at the Tommy Hilfiger Facebook page!