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Jang Won-young leads the new Tommy Jeans Spring 2026 campaign, connecting classic denim, urban attitude and London’s creative energy.
Global star Jang Won-young leads the Tommy Jeans Spring 2026 campaign, a project that connects classic denim with the creative pulse of Shoreditch, one of London’s most vibrant cultural districts.
Tommy Hilfiger presents the Tommy Jeans Spring 2026 campaign set in the streets of Shoreditch, widely recognised as one of London’s key creative hubs. At the centre of the narrative is Jang Won-young, brand ambassador and one of the defining figures of the new global generation shaping pop culture and fashion. The campaign uses the city as its backdrop to express a season defined by self-expression, attitude and urban identity.
The Korean star leads the cast alongside Alba Larsen, a F1 Academy driver making her debut campaign as a Tommy Jeans ambassador. The line-up also includes South London singer Cat Burns, Asian-American artist James Lee, Argentine actor Franco Masini, and Canadian creator based in Berlin Gaius Okami.
According to Tommy Hilfiger, the Spring 2026 collection draws direct inspiration from London’s energy. The designer describes the season as a statement of confidence and character, where each member of the cast appears as the owner of their own moment. Authenticity becomes the central principle of the campaign.
Aesthetically, the collection brings denim back into focus, reinterpreted through worn washes that add personality and texture. Transitional jackets introduce versatility, designed either for layering or as the centrepiece of a look. The brand’s iconic Flag graphic also returns, now reimagined with a wavy effect symbolising movement and individuality.
In footwear, the brand revives the Archive Vulc, a sneaker recovered from the label’s historical archives and updated for contemporary street style. Ecru denim offers a cleaner interpretation of classic jeans, while pieces crafted from thrift denim highlight visible stitching and worn finishes inspired by repair aesthetics.
Tommy Jeans was first introduced in 1996 in New York as a younger, sport-driven extension of the main brand. Since then, its identity has developed at the intersection of American preppy style, music and youth culture. The Spring 2026 campaign continues that trajectory, linking the brand’s American heritage with the cultural rhythm of London.
