Tommy Hilfiger introduces the TOMMY JEANS Spring 2026 campaign in London with Brand Ambassador Jang Won-young at its forefront, placing the collection in the streets of Shoreditch. The campaign draws energy from the neighborhood’s creative pulse and frames the city as the rhythm behind the season. Styled through a distinctly London lens, the project centers on self-expression and positions its cast within an urban setting that shapes the mood and direction of the collection.
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Jang Won-young leads the lineup with her established global presence. She appears alongside F1 Academy driver Alba Larsen in her first campaign as TOMMY JEANS Brand Ambassador. The cast also includes South London musician Cat Burns, Asian American artist James Lee, Argentine actor Franco Masini, and Canadian, Berlin-based creator Gaius Okami.
Tommy Hilfiger describes Spring 2026 as a season defined by confidence and attitude. He credits London’s energy with giving the collection a sharper edge. The campaign frames its cast as owners of their moment and environment, presenting authenticity as a defining principle.
Past seasons traced TOMMY JEANS through Venice Beach and the West Village. For Spring 2026, the narrative settles in Shoreditch, aligning the brand’s American roots with London’s contemporary street culture. Classic denim cuts return in lived-in washes that emphasize character and wear. Transitional jackets introduce versatility, designed to layer or stand alone. The wavy Flag graphic revisits a house icon and renders it in motion, reflecting individuality through visual rhythm.
Footwear revisits the Archive Vulc sneaker, drawn from the brand’s archives and reintroduced for current street style. Ecru denim offers a cleaner interpretation of heritage jeans through natural tones. Thrift and repair denim highlights visible mends and faded finishes.
TOMMY JEANS first emerged in 1996 in New York City as a younger and sport-focused extension of the mainline brand. The label introduced denim and activewear in brighter colors and baggier silhouettes that challenged established codes. It built its identity through the intersection of prep, music, and youth culture. Over time, collaborations across global creative scenes have extended that identity into new contexts. Spring 2026 continues this trajectory by aligning with London’s cultural pulse.
