Gigi Hadid is taking over Tommy Hilfiger's Snapchat account today (15.02.16).
The 20-year-old model will be sharing backstage videos from the brand's New York Fashion Week show via the messaging app.
She announced on Twitter: "Taking over @TommyHilfiger's snapchat tomorrow, I'll be backstage at the #TommyFall16 show - make sure to follow them on snap: TommyHilfiger"
Meanwhile, the fashion house have announced plans to align their runway investment to align with the retail calendar so the clothes seen on the catwalk will be immediately available to purchase.
The change will be ushered in at their September show, which will mark the public debut of TommyXGigi, Gigi's capsule collaboration with Tommy Hilfiger.
Tommy Hilfiger said: "I founded my brand to be accessible and inclusive, and I've always considered the consumer to be the most important aspect of our business.
"In the past 30 years, we've paved the way in fusing fashion and entertainment. This philosophy has always been a part of my dream to connect our global consumers to inspiring, unexpected fashion experiences. We've been building towards this for a long time, and the natural progression of this approach to democratising the runway is to make the full excitement and energy of NYFW directly accessible to our consumers in a globally impactful way."
In recognition of the calendar for wholesale buyers and long-lead publications, the brand will also stage private advance showings of their Spring 2017 collection in September.
Further details will be revealed in the lead-up to the brand's September 2016 runway show.