The initiative, which launches today (23 September) is in partnership with YR Live, which specialises in creating interactive experiences for events and the retail sector. Over the next three weekends, customers will have the chance to buy a Tommy x Gigi bomber jacket and then customise it with their initials and other patches.
The installation is open from 12pm-6pm Friday, Saturday and Sunday until 9 October at Selfridges' third floor denim studio.
The customer uses YR Live software on a large touchscreen to place the patches and enter their initials. Each jacket is completely custom and the experience is exclusive to Selfridges, London.
Tommy Hilfiger launched its collaboration with model and TV presenter Gigi Hadid earlier this month, who will be the brand face for all activities. She has also collaborated closely with Tommy to design part of the collection, the Gigi Collaboration experience.
Tim Williams from YR Live said: "This is a world first and the customer experience is incredible - we are very proud to work with Tommy and Gigi."
Meanwhile, this weekend Regent Street has invited standout designers from Ashley Williams to Clio Peppiatt, to station themselves at selected stores and personally customise customers’ denim.
Consumers that purchase jeans or denim apparel from either Anthropologie, GAP or Uniqlo, can receive a personal mini consultation with the designesr, who will then create a unique, bespoke design to transform their denim.
Selfridges marked the 400th anniversary of William Shakespeare's death with a range of activities this year.
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