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While other labels like Burberry and Tom Ford are diving feet first into the future by switching up the fashion week calendar, others are taking baby steps into the great beyond. One of those baby steps is being made by Tommy Hilfiger, which has announced plans to integrate Apple Watch technology into its fashion show.
Tommy Hilfiger has made it possible for Apple Watch-enabled guests to enter his fashion show with the simple swipe of the wrist.
Hilfiger worked with GPS Radar — an app that already handles how many fashion week attendees receive invites and RSVP to invites — to be the first brand to offer this type of benefit through its new Apple Watch app.
There will even be a dedicated "fast lane" for guests using the Apple Watch and the GPS Radar app to check in, making the technology the easiest way to avoid the hustle and bustle.
"Digital innovation is changing the industry faster and faster every season and we're always excited to be on the forefront of those changes," Tommy Hilfiger said via a press release.