Tommy Hilfiger to launch 'Twitter Halo' on September 14

Aim to bring the backstage frenzy of a fashion show to the virtual world, international brand Tommy Hilfiger will introduce 'Twitter Halo' at its Spring 2016 'Hilfiger Collection' runway show here.

The brand announced that it will launch Twitter Inc.'s 'Twitter Halo' at its Spring 2016 fashion show, taking place at Pier 36 on Monday morning, a statement said.

'Twitter Halo' is a multi-camera device that captures 360 degree videos that can be shared in real-time through Twitter.

The iconic American fashion designer Tommy Hilfiger feels that with this, they are fusing in the technology with innovation in a right way.

"We've become increasingly energised by digital technology and innovation, which has transformed the show experience for us and our audiences.

"For our Spring 2016 fashion show, we'll build on this energy as we premiere first looks from the collection using the new 'Twitter Halo', which will have its worldwide debut at our Spring 2016 fashion show," Hilfiger said.

Ashley Vinson, head of brand strategy at Twitter, also noted that "the relationship between Twitter and Tommy Hilfiger dates back to 2013 and continues to be strong".

"Fashion and Twitter go hand-in-hand, and Tommy Hilfiger is one brand that's consistently ahead of the curve when it comes to implementing creative uses of Twitter," Vinson said.

Avery Baker, chief brand and marketing officer for Tommy Hilfiger, says it's a small step towards future.

"As the retail landscape shifts and consumer expectations evolve, we're focused on sharing our shows and new collections through the most innovative, original and exciting channels, and we look forward to continue building upon our passion for fusing fashion and technology," Baker added.