Gigi Hadid and Tommy Hilfiger create a fashion fairground in New York for the launch of their 'see now, buy now' collection

Tommy Hilfiger is always a fan of a SET.In the past he???s whipped up Caribbean islands, football fields, Alpine mountains, not forgetting last season???s giant cruise liner ??? which are all usually housed inside, out of sight of the public"s prying eyes, with the furore left to unfold in the comments below the plethora of Instagram images posted by the ticket holding industry insider attendees.

But this time, there was a marked shift.Hilfiger called it a democratisation, and a show that he had always wanted to pull off.Having taken over an entire pier - Downtown past the Brooklyn Bridge - he carefully created a Tommy fairground theme park, complete with wurlitzers, a 40 foot big wheel, lucky dips, tattoo stalls (stick-on), doughnut shops, burgers, fries, the lot: a veritable explosion of vintage kitsch.

The invitation came complete with a giant poster and stickers, which one show-goer - dressed in a tropical printed jersey dress ??? had gamely stuck across her d??colletage and legs.

If this was fashion Disneyland, then the star princess was Gigi Hadid, the mega-model with 22.5million Instagram followers, and Zayn Malik as boyfriend.

Hadid and Hilfiger have teamed up to launch the first Hilfiger ???see now, buy now??? collection.Ostensibly designed by the duo, and available now for purchase.It is a shift away from the normal six month time lag of presenting collections which appear in stores half a year later.

The reasoning being, that in these days of instant everything, the attention focused on catwalk collections would be better exploited immediately rather than expecting people to wait and still remember what they wanted a thousand images ago.

Cleverly, Hilfiger has tapped directly into this insta-generation, in signing up one of their leading figures ??? the potent combination of Hadid plus ???you can buy this outfit she is wearing right now??? should, in theory, be a no brainer.

In support, the singer Taylor Swift arrived at the show wearing pieces from the collection which has already been debuted around the world this week, as Hadid embarked on a mini-tour promoting it ??? and which this crowd were about to witness on the runway.

This democracy went further still.2000 members of the public, who won free tickets to the extravaganza, were able to watch on live, standing penned behind the seated press and buyers ??? whose role here is perhaps slightly obsolete.

Tomorrow, the Tommy Pier will be open to all to enjoy the rides and scoff down lobster rolls, candy floss and giant pretzels.

And as for the clothes you may be wondering: well, Hadid???s collection largely followed on from Hilfiger???s nautical themed autumn/winter collection, with an extra level of Americana blue, red and white insignia, including a rather Royal Tenenbaum-esque red tracksuit and featuring the Nineties-motif of the Hilfiger logo as waist band.Hadid herself opened the show in a skin tight pair of leather trousers styled with a jaunty naval frogged navy and gold jacket and bandana around her neck.These are clothes that should directly appeal to the young fans of Hadid - cool, but with familiar and safe style tropes.As a first step into the unchartered waters of direct to consumer fashion shows, it was a pretty fun ride.