The campaign represents next-generation London style. The Tommy Jeans collection takes to the streets of Shoreditch, combining American heritage with modern denim lifestyle.
Jang Won Young, Franco Masini and Cat Burns
Tommy Hilfiger, part of the US group PVH Corp., presents the Tommy Jeans campaign and collection for Spring/Summer 2026. The style is inspired by the creative spirit that beats in the heart of London. The campaign is spearheaded by brand ambassador and global K-pop superstar Jang Won Young, who is once again collaborating with the brand. The campaign remixes cultures and focuses on authenticity. The protagonists are the focus of the photo, the city and the moment.
“Spring/Summer 2026 means letting the city lead the way, and the energy of London brings a new twist to Tommy Jeans,” said Tommy Hilfiger. “The collection is about confidence, individuality and the fearless attitude of a new generation. Jang Won Young embodies this moment with her effortless style and global influence. She leads a group that is rewriting the script and expressing themselves on their own terms.”
Alba Larsen, James Lee and Gaius Okami
From Venice Beach in Los Angeles to the West Village in New York, past seasons have told the story of Tommy Jeans in various cities. Now the collection is coming to London’s legendary Shoreditch district. Jang Won Young returns to the cast with her signature casual style. She will be joined by F1® Academy driver Alba Larsen, who appears in her first campaign as a brand ambassador for Tommy Jeans. Joining them will be Cat Burns, the musical new discovery and cultural voice from South London; James Lee, the versatile Asian American artist who combines music and fashion; Franco Masini, the Argentine actor who is redefining modern style; and Gaius Okami, the Berlin-based Canadian creative who shapes global perspectives.
For Spring 2026, Tommy Jeans explains that the city is alive again with the return of street energy. The classic denim cuts have American roots and are made for the present. They are reinterpreted with washed-out looks and a distinctive attitude. The new transitional jackets have a daring touch. They’re light enough to pair with other clothing and eye-catching enough to wear alone.
The flag print is remixed and becomes an icon. He captures movement and individuality with the bold energy that only Tommy can possess. The ‘Archive Vulc’ sneakers return from the archives, where traditional design meets street comfort. Raw denim brings a cleaner touch to traditional jeans, blending natural tones to effortless effect. Denim with a used and repaired look has its own character. Vintage tones, visible alterations and worn authenticity give each pair of pants a story.
Tommy Jeans was born in 1996 in the cultural melting pot of New York City. The brand emerged as a younger, sportier collection of the main brand. The idea was to combine preppy style with music and youth culture. So denim and sportswear were introduced with bolder, looser silhouettes that challenged convention. Today, this rebellious spirit continues to evolve, evident in creative collaborations worldwide. Each chapter reflects Tommy Jeans’ ability to be present where the culture is.
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