The bonanza that began with an invitation-only debut on Friday was set to open to the public on a Brooklyn pier on Saturday.

Teaming up with the fashion it-girl of the moment, Gigi Hadid, for his fall/winter collection, Hilfiger hoped to harness the power of social media to boost visibility and sales. By broadcasting new looks immediately, people are able to purchase the clothing on the spot rather than waiting for it to hit stores.

"We're on the cusp of a revolution. The whole industry is changing," the 65-year-old designer said. "People want things now."

Those in attendance were treated to donuts, lobster rolls, French fries and cotton candy at Hilfiger's pop-up carnival alongside arcade games, a tattoo parlor and a Ferris Wheel. At the same time, showgoers could use the available touch screens or their own smartphones to buy the clothes as the models walked down the catwalk.

Hilfiger has been known for his fantastic catwalk sets but this was a new world altogether. When asked if it was his most expensive show, the designer responded with an emphatic "oh yeah, by far!" adding that it cost "millions! How about that!"

The collection reflected the casual, athletic southern California lifestyle of fashion model and television personality Gigi Hadid. Hilfiger bypassed evening gowns and cocktail frocks for hoodies, track suits and dresses in the style of basketball jerseys.

es/jm (AP, AFP)