Tommy Hilfiger and Gigi Hadid ask the Internet to vote for pieces in their upcoming collection

Following the success of her debut collection for Tommy Hilfiger, Gigi Hadid is once again collaborating with the fashion brand -- and this time she's getting the general public involved.

The label has launched a social media initiative captioned "Tommy x Gigi x You," inviting Instagram and Twitter users to vote on their favorite pieces from the upcoming Spring/Summer 2017 collection. According to WWD, the pieces with the most votes will be selected to appear in a February 2017 fashion show, before going on sale immediately afterwards.

The first stage of the initiative focuses on bomber jackets, with a video asking social media users to vote for one of four different sporty designs. Further videos featuring denim designs, hoodies and polos are allegedly on the way.

Tommy Hilfiger has been working hard to shake up its sales strategy by encouraging interaction with buyers lately -- the brand's New York Fashion Week show this September took the form of a two-day-long funfair open to the public. The brand has also been one of the most high-profile adopters of the see-now-buy-now trend currently sweeping the fashion industry.