JISOO Stars as Tommy Hilfiger's Global Ambassador for Spring 2026 Campaign

K-pop star and global brand ambassador JISOO fronted Tommy Hilfiger's Spring 2026 campaign, her fourth for the heritage American label since being announced as a global ambassador in October 2024. At that October announcement, Tommy Hilfiger called her an "undeniable force" and cited her "confidence, serenity, and powerful presence" as the qualities that made her the right fit for the brand.

The Spring 2026 edit leans hard into what the brand calls Classic American Cool: a navy-and-white striped cardigan paired with the season's signature barrel jeans, a preppy camel linen waistcoat suit, and an oversized trench layered over a rich cable-knit cardigan. The construction throughout prioritizes light, layerable fabrics built for the transitional season, with loose, tailored silhouettes that balance heritage-inspired tailoring against modern ease. The color palette grounds everything in beige, white, and natural blue denim, then cuts through with vibrant red and rich navy.

Campaign imagery placed JISOO moving between bright, airy interiors and sunlit spring settings, the visual language reflecting what the brand describes as relaxed yet refined. The shoot leaned into warmth and ease rather than high-fashion severity, a deliberate aesthetic choice consistent with the brand's positioning.

JISOO described the collaboration in direct terms: "It's so exciting working with Tommy each season and seeing how he captures the moment in modern style. For this chapter, I loved how he refreshed classic silhouettes in light, layerable fabrics. There's a real sense of newness, optimistic, easy and naturally elegant."

The campaign operates under Tommy Hilfiger's F.A.M.E.S. philosophy, an internal creative framework that fuses fashion, art, music, entertainment, and sport. For a brand that is part of PVH Corp., choosing JISOO, a 31-year-old musician and actor whose profile spans K-pop, acting, and global style coverage, aligns that philosophy with tangible cross-industry reach.

The Spring 2026 collection is available on tommy.com, in Tommy Hilfiger stores worldwide, and through select wholesale partners. Four campaigns in, the partnership shows no sign of recalibrating its direction.