Tommy Hilfiger unveils its Spring 2026 campaign starring Patrick Schwarzenegger, Abby Champion and a cast of cultural icons.
After four decades of building a recognisable aesthetic, Tommy Hilfiger returns to its roots for the Spring 2026 season. The new campaign, led by Patrick Schwarzenegger and model Abby Champion, acts as a direct invitation into the designer’s personal universe: a blend of relaxed style, social life and pop culture.
Photographed by Lachlan Bailey and set within a Palm Beach-inspired mansion, the campaign recreates a sun-drenched private gathering. Classic cars line the driveway, red, white and blue loungers surround the pool, and an atmosphere of informal celebration shapes a clear narrative: style is not confined to the runway — it is lived.
The cast brings together multiple generations of contemporary culture. Alongside the leading pair appear Tommy and Dee Hilfiger, as well as figures including Lionel Richie, Iman, MGK, Checo Pérez, Lucien Laviscount, Soo Joo Park, Luke Champion and Raphael Diogo. The brand describes this concept as F.A.M.E.S., a system of inspiration connecting fashion, art, music, entertainment and sport.
For the designer himself, the campaign encapsulates his philosophy: fashion as a meeting point. The idea is not simply to dress, but to build community through culture. That collective energy is captured in the short film directed by Roman Coppola, where guests arrive, converse, dance and mingle without rigid staging.
Patrick Schwarzenegger described the experience as an authentic reflection of the designer’s lifestyle, highlighting the sense of closeness and ease created by the setting. Abby Champion added that taking part in the campaign felt like stepping into an unpredictable social environment, where gathering and connection are just as important as the clothes themselves.
The collection reinforces the concept of modern American prep. It introduces new denim silhouettes — barrel cuts for women and relaxed straight fits for men — alongside oversized trench coats, reinterpreted workwear jackets and outerwear featuring archival-inspired detailing. Polos and rugby shirts incorporate cable textures and graphic crests, while occasionwear revisits the brand’s signature tricolour accents.
Resort-inspired pieces are built from lightweight layers and breathable linen, designed to transition seamlessly from day to evening while maintaining aesthetic coherence. Californian references and West Coast influence inject freshness into a classic visual language.
The Spring 2026 collection will roll out progressively in Tommy Hilfiger stores, on its official website and through selected global retailers.
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