Tommy Hilfiger is inviting the public into his world of ease, warmth and entertainment in a new spring campaign that breaks Tuesday.
“We wanted to invite people into our world, to invite people into easy sophistication, classic American cool. And we want to open the doors to the Hilfiger world. So Dee and I are hosting a group of people — some new friends, some old friends,” said Tommy Hilfiger, founder and principal designer, in an interview.
The campaign was shot by Lachlan Bailey over several days in late November at a private residence in Bel Air, Calif., inspired by Hilfiger’s Palm Beach, Fla., home.
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Further, Hilfiger said, “For 40 years, I built my brand around endless curiosity, a belief in dreaming big and a love of bringing people together. From the beginning, I looked to the creative voices shaping pop culture to help guide that vision. This season, we’ve invited a cross-generation cast of icons and contemporary voices to the ultimate spring party — to share in the way I live. It’s a celebration alive with personality and modern American style.”
The new campaign brings together a cast guided by F.A.M.E.S., Hilfiger’s blueprint for style and inspiration blending fashion, art, music, entertainment and sport. The concept of the campaign was developed in partnership with General Idea.
The ads feature Patrick Schwarzenegger and his wife, model Abby Champion, along with long-term friends of the brand Lionel Richie and Iman, and contemporary voices MGK, Checo Perez, Lucien Laviscount, Soo Joo Park, Luke Champion and Raphael Diogo.
“Tommy is the ultimate host — there’s always a sense of ease the moment you walk in,” Schwarzenegger said. “He brings people together in a natural way, so every moment feels relaxed. Abby and I loved being part of this campaign — it feels like a genuine snapshot of how he lives, dresses and connects with the people around him.”
The campaign unfolds in an escape inspired by Hilfiger’s Palm Beach home — with classic Cadillacs sweeping up the estate drive and poolside loungers in red, white and blue setting the tone. A campaign film directed by Roman Coppola captures the celebration in full swing, as the VIP guests are welcomed to a garden party.
As the first in a series inspired by Hilfiger’s favorite global destinations, the campaign offers a seasonal glimpse into his way of living — shaped by places, people and how they come together. This season features garden gatherings, buzzing poolside moments and spontaneous escapes.
“Ever since Patrick and I first worked with Tommy in his fall 2024 campaign, we’ve been lucky enough to be pulled into his orbit of entertainment and timeless style,” Champion said. “There’s something about the way he brings people together — you never know who’s going to arrive or what the night will turn into. One minute you’re chatting with Iman, the next Lionel Richie is behind the decks. That’s the magic of it — the energy makes the moment and the style follows.”
The spring collection is inspired by Hilfiger’s love for West Coast style and California’s relaxed but refined take on modern prep dressing. For denim, new silhouettes are spotlighted — the barrel for women and the relaxed straight leg for men crafted in light, spring washes. There are oversize trenches, chore coats and refined outerwear with heritage-inspired touches. Rugbys and polos are elevated through rich cable textures and new club crest graphics.
The spring 2026 collection is available on tommy.com, in Tommy Hilfiger stores worldwide and through select wholesale partners.
The campaign rolls out globally across print, digital, social and key media platforms. Film and still imagery anchor the storytelling. Select high-impact placements will appear in cities including New York, Los Angeles, London, Milan, Berlin and Madrid. Digital runs extensively across platforms, including major streaming services such as Prime, Netflix, Disney +, Google TV and Showheroes.
In discussing the cast, Hilfiger told WWD, “It’s really a global Tommy family of artists, innovators, taste-makers and musicians.” The leads, Schwarzenegger and Champion, were also featured in Hilfiger’s fall 2024 campaign.
“I think they’re a modern, classic American couple, and I think they fit the image of the brand very well. And then we have Iman, who was photographed with her husband, David Bowie, in the 2004 campaign,” Hilfiger said. He noted that Richie is a longtime friend, and Sergio “Checo” Perez is the global menswear ambassador and a driver for the Cadillac Formula 1 Team. There’s also the rock star, MGK.
Bailey has previously photographed Hilfiger campaigns. “He really understands how to shoot groups and how to capture the essence of the personalities,” Hilfiger said. He said Coppola, who shot the campaign video to Richie’s classic song, “All Night Long,” is a friend. “It’s about the preppy, modern, classic lifestyle,” Hilfiger said.
As for whether he feels it’s important for a brand to show that there’s an actual living, breathing and involved person behind the namesake label, Hilfiger said, “That’s what I’m told.”
Hilfiger called the brand aspirational, but said it feels current and energetic.
Hilfiger’s business is conducted mainly through department stores, their own stores and online. He said the brand has 2,000 retail and tens of thousands of points of distribution around the world. For the third quarter ended Dec. 3, 2025, Hilfiger’s revenues increased 1 percent compared to the prior year.
The label, a division of PVH Corp., generated global retail sales, including those by licensees, of about $9 billion in 2024.
Lea Rytz Goldman, Tommy Hilfiger global brand president, said, “For spring 2026, we’re bringing Tommy Hilfiger back to its essence: classic American cool and prep made modern, expressed through culture. The campaign is an invitation into Tommy’s world — optimistic, exciting and with a welcoming spirit. He has always had a unique ability to bring together personalities from across fashion, music, entertainment and sport in a way that feels authentic, and that mix ignites the brand in a way that has long set us apart.”
Asked whom the campaign is targeted to, Goldman said, “We’re speaking to the style-conscious consumers who want quality pieces from the Americana prep wardrobe that they can live in and make their own. That includes loyal fans who know our heritage, and a new generation discovering the brand through culture. For our partners, this translates into stronger brand relevance, a sharper point of difference at retail, and inspiring product stories that create demand and love for the brand.”
Virginia Ritchie, chief marketing officer at Hilfiger, added, “Entertainment has been central to how Tommy shows up in culture from the beginning — it’s the heartbeat of the brand, and we’re fortunate to have a founder who has always understood how to craft culture and connection. That mindset is a real advantage when content is everywhere, attention is harder to earn and brands need to feel emotionally engaging — it’s our invitation into the brand world, the magnetism of a story that leads with entertainment value, and the unique ability of this brand to engage with authenticity.”
In addition to women’s and men’s sportswear, the brand does a very healthy kids’ business, along with such categories as footwear, accessories, watches, jewelry, eyewear and fragrances.
In the campaign, all the people are wearing casual looks that were styled by Emmanuelle Alt. “Of course, our team worked very closely with her. I always love bringing in people from different worlds together and watching the energy unfold. Everybody had a great time. And when Lionel Richie started playing his music ‘All Night Long,’ everybody started dancing. Everybody was really energized,” Hilfiger said.
These days, Hilfiger said he’s particularly excited about the marriage of fashion and sports. The company has the Cadillac Formula 1 Team sponsorship and just signed a contract and sponsorship with Liverpool, the professional football [soccer] club in Liverpool, England. “The audience for Liverpool is astounding. It’s really amazing, and the stars on the team are very cool,” Hilfiger said. He said they’re doing the fanwear for Liverpool and the Cadillac Formula 1 Team.
Hilfiger feels that there’s more interest in sports these days than ever before. “I think it’s the action. I think the stars themselves make it very interesting. I think the competition and the energy at a Formula 1 race is palpable. It’s loud. You have fans that are coming from all over the world to these races who are dressed to the nines and cheering their favorite teams on. There’s a lot of energy in it, and I don’t have to tell you about European soccer, what they call football. It has some of the largest sports audiences in the world,” Hilfiger said.
“From the start, I looked to collaborate with creative voices shaping the future — music people in the very beginning, then Hollywood people, then sports stars. But now it’s obviously all of the above, but a real focus on the marriage of sports and fashion,” Hilfiger said.
Asked whether these sports teams skew young and skew female or male, he said, “Well it’s more male but now supposedly the female audience for Formula 1 is really growing,” he said.
