In a collaboration announced last December, Gigi Hadid has been working alongside Tommy Hilfiger to establish herself in the fashion industry outside the world of modelling. Over the course of the past year Hadid and the esteemed label have been designing a capsule collection that has married the model’s all- effortlessly cool off-duty model style with the atelier’s classic all-American aesthetic. The collection, which will be available in stores September 1^st, draws inspiration from both streetwear and high-fashion ready-to-wear with elements of denim, nautical stripes, denim, leather and military motifs . Rumoured to steal the spotlight during Tommy Hilfiger’s runway shows at upcoming fashion weeks (a show Hadid will walk in), we will definitely have endless opportunities to see how the model herself wears the clothes, both on and off the runways. A bit more off duty model–friendly, we also expect Hadid to be papped in her new label, Belgie. Another collaboration, this one with sister Bella and fellow sibling duo Neta and Elad Yam of Urban Sophistication, Belgie is a line of tees and sweatshirts inspired by bands’ tour merchandise. Pop culture obsessed Urban Sophistication, defined by their eclectic mixing of cultural movements in their designs (like their Kris Jenner x Kiss and Miley Cyrus x Nirvana mashups), has taken on the models’ images as their latest collaboration. Announced on Gigi’s Snapchat earlier this week, the collaboration features shots of the models remixed with cultural icons of decades past. Belgie depicts of the duo as ‘90s punks (using photos from the Fenty x Puma AW16 show) and as Barbie-inspired ‘50s preps (from Jeremy Scott’s SS16 runway) in what is likely a response to critiques of pop culture consumption. In an interview with Dish, Urban Sophistication founders expanded on the brand’s founding principles. “In an era of instant fame, we attempt to cherish pop culture events beyond their 15 seconds of fame through a wearable experience of pop culture that will last forever, or at least for 15 wears of fame. Therefore, our designs are inspired by everything that is trending.” By pairing images of Gigi and Bella, arguably two of 2016’s biggest celebrities, with pop culture movements of past decades, Belgie argues against critiques of the disposable nature of contemporary culture by pointing out obsolescence has been a permanent facet of culture since the phrase “pop culture” was coined. With creative and clever collaborations like Belgie in her portfolio alongside Tommy Hilfiger, Gigi has proved she has the design chops and the business smarts to succeed in the business beyond modelling.   By Lindsay Cooper Cover photo of Gigi Hadid wearing her collaboration with Tommy Hilfiger, Tommy x Gigi, courtesy of Tommy Hilfiger.