Jang Won-young Leads TOMMY JEANS' London takeover
New York City has always been central to Tommy Hilfiger's DNA, coursing through collections with an undeniable spirit of Americana, marked by signature red, white and blue house codes. In 1996, the Hilfiger family expanded, making room for a younger, sportier offshoot of the mainline, preppy-centric brand—confident expression and fearless energy still intact, but tinged with a rebellious streak that's impossible to ignore. 
Enter TOMMY JEANS—a label defined by baggier silhouettes, brighter pops, and a sporty, street-led counterpoint to its mainline's preppy direction. Fast forward 30 years, and the fusion of prep, music and youth culture remains TOMMY JEANS' calling card—a formula forged in the mid-'90s that continues to tap into subcultures and hand the mic to whoever helps define the moment.
For the season ahead, TOMMY JEANS swaps the beating heart of NYC for the grit and electric energy of London, celebrating the next generation of creatives who embody the all-American prep label's confidence, individuality and fearless attitude.
Fronted by returning Brand Ambassador and global K-pop superstar Jang Won-young, the campaign follows her and a star-studded cast around the legendary streets of Shoreditch as they own the city and the moment, in true TOMMY JEANS style. South London musical force Cat Burns, Danish F1® Academy driver Alba Larsen, Asian-American multi-hyphenate James Lee, Argentine actor Franco Masini, and Canadian, Berlin-based creator Gaius Okami lend their creativity and influence to the campaign—proof that TOMMY JEANS' spirit need not be tethered to one postcode.
Building on its American roots and embedded streetwear energy, denim carries an unmistakable, well-loved, lived-in attitude; think visible mends, vintage fades and effortless impact. Meanwhile, the collection nods to its sporty heritage through striped jerseys, vintage-inspired baseball caps and logo-lettered varsity jackets. Oversized fits and baggier silhouettes lend an easy, relaxed energy to looks, while that undercurrent of prep ensures looks remain put together and polished.
Speaking to TOMMY JEANS, Jang reflects on joining a cast that celebrates so many cultures and creative paths. 'It felt like we were all connected through style, music and movement, creating something that feels honest and modern.'
For Mr Hilfiger, that connection is the point—and the constant. 'That '90s spirit is still the foundation of the brand,' he says. 'Today, we're evolving it by blending that heritage Americana with a modern denim lifestyle—pieces that feel lived-in, expressive and for how people dress now.'"
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