Tommy Hilfiger dresses Liverpool FC in modern prep for summer campaign

Tommy Hilfiger is using Liverpool FC to give modern prep a louder, more local accent, and the Summer 2026 campaign makes that strategy look commercially sharp. Shot near Anfield and at the AXA Training Centre by Alisdair McLellan, the images place Virgil van Dijk, Florian Wirtz, Alexander Isak, Dominik Szoboszlai, Cody Gakpo, Ibrahima Konate, Ryan Gravenberch, Alexis Mac Allister, Joe Gomez and Giovanni Leoni inside a wardrobe built from elevated tailoring, relaxed silhouettes, cable-knit polos, chinos, Breton stripes and maritime-inspired outerwear.

The collection’s appeal lies in its crossover pieces. Cable-knit polos and chinos carry the clearest football-to-fashion translation because they can read polished without feeling precious, while Breton stripes and nautical outerwear give the lineup a sharp, coastal ease that sits comfortably on players whose off-pitch lives are now as visible as their matchday minutes. Tommy Hilfiger has framed the effort as part of a “Prep Made Current” approach, and that phrase fits the clothes better than any broad nostalgia pitch: this is prep stripped of boarding-school stiffness and recast for a global audience that wants its classics with a pulse.

The campaign was unveiled on May 28, 2026, but the relationship behind it began on January 8, 2026, when Tommy Hilfiger and Liverpool FC announced their first football club partnership. It is a multi-year, global deal spanning the men’s and women’s squads, with plans that go well beyond seasonal images. The collaboration includes select matchday outfits, global campaigns, seasonal storytelling and co-branded club capsules, giving Tommy Hilfiger a broad channel strategy that stretches from social and paid media to CRM, e-commerce, out-of-home, wholesale and retail.

That breadth matters. Liverpool FC said its men’s players had already worn bespoke Tommy Hilfiger arrival outfits at selected fixtures during the 2025-26 season, laying the groundwork for a partnership that treats clothing as part of the club’s public identity, not just a sideline add-on. For Tommy Hilfiger, the football tie-up also extends a long-running blend of fashion, music, entertainment and sport. For Liverpool, it localizes the brand through one of the world’s most recognizable fan bases.

What makes the campaign feel current is the casting. Van Dijk, Szoboszlai, Gakpo, Mac Allister and the rest do not merely model the clothes; they sell a very specific idea of modern prep as fan culture with global reach. In a season when players travel with enormous international attention, Tommy Hilfiger has found a way to make a striped knit and a tailored trouser look less like heritage and more like the uniform of the moment.