• by Sarah Mahoney , February 23, 2026

With Patrick Schwarzenegger and Abby Champion fronting its spring push, Tommy Hilfiger is again using celebrity and scenery to reinforce PVH’s lifestyle ambitions.The campaign wraps Hilfiger’s familiar prep codes in sun-drenched West Coast imagery, combining blazers and loafers with convertibles and poolside lounging.

Using the brand’s signature red, white, and blue palette, the visuals emphasize relaxed glamour, photographed by Lachlan Bailey and supported by a film directed by Roman Coppola.

The new work reflects PVH’s broader ambition to embed Hilfiger more deeply into cultural and entertainment-driven narratives. And the company considers it an important step change. “We're taking Tommy's aspirational world to the next level,” said Stefan Larsson, PVH’s CEO, on a recent earnings call, “with Tommy himself inviting a strong group of global talent into his world, all wearing Tommy's powerful style icons in seasonally relevant growth categories.”

The debut follows a flurry of partnerships for the brand, all aimed at expanding into cultural avenues that inspire fandom. Those include a new co-branded fanwear collection for the Cadillac Formula 1 Team, a football club partnership with Liverpool FC, mixing up its New York prep style with the spirit of Anfield Stadium, and a capsule collection with Jisoo, the South Korean superstar, tied to the Lunar New Year.

The strategy is to turn these campaigns into a growth engine, elevating iconic product franchises while infusing them with “newness.”

The emphasis on aspiration comes amid comparatively muted economic growth. In its latest quarter, Tommy Hilfiger revenue rose 1% to $1.22 billion, illustrating steady but hardly explosive momentum. PVH pointed to double-digit growth in transitional outerwear and sweaters, as evidence that its product and branding strategies are gaining traction.

For spring, the brand returns to familiar staples — polos, rugby shirts, denim, and lightweight outerwear — rendered through looser silhouettes, softer textures, and what the company describes as West Coast styling cues. The collection rolls out globally across Hilfiger stores, wholesale channels, and digital platforms throughout the season.