While there has been much criticism of Insta-famous models in recent months, it’s becoming increasingly obvious why big brands are opting for girls with strong social media followings over those who do not.

In the month since TommyXGigi first hit the runway, almost half of the nautical themed collection has sold out.

And – according to the New York Post – Gigi Hadid has helped bring thousands of new customers to Tommy Hilfiger with her capsule collection.

 

You read it right! The @tommyhilfiger/#tommyxgigi Show will LIVESTREAM WORLDWIDE on Tommy.com September 9th 7pm EST – and you can BUY the collection as you watch the show! @WWD article link in bio for more info about the show!!

A photo posted by #TOMMYxGiGi (@tommyxgigi) on Aug 28, 2016 at 3:24pm PDT

Interestingly, the styles which are no longer available are not simply the cheapest items in the collection as a €299 Cotton Band Jacket is among the sold-out pieces.

 

Look 1 #tommyxgigi @tommyhilfiger F/W 2016

A photo posted by #TOMMYxGiGi (@tommyxgigi) on Sep 9, 2016 at 6:58pm PDT

So, if you've been lusting after something from TommyXGigi, it might be best to buy it sooner rather than later.