Cat Burns Leads Tommy Jeans Spring 2026 Campaign in South London

Tommy Jeans planted its Spring 2026 campaign firmly in London, and the brand picked Cat Burns, the South London singer-songwriter, as its local anchor for a season that's as much about place as it is about product.

The campaign, which launched globally on March 3, 2026 in stores and on Tommy.com, was shot in Shoreditch and brings together a six-person cast spanning music, sport, acting, and creative work: K-pop superstar Jang Won Young, returning as a brand ambassador; F1 Academy driver Alba Larsen, appearing in her first Tommy Jeans campaign; Asian American multi-hyphenate James Lee; Argentine actor Franco Masini; and Canadian, Berlin-based creator Gaius Okami. Burns rounds out the group as the campaign's South London voice, and Highsnobiety's editorial treatment put her front and center, calling her "the UK's realest pop star" and framing the entire season through her perspective on the city.

That framing makes sense when you hear Burns talk about London style. "People aren't afraid to be themselves and wear things simply because they love them," she said in a Highsnobiety Street Style interview published March 13. "No one's trying to look the same, and that's what makes it stand out. It's rebellious, it's a beautiful expression of self, and honestly there's nowhere else quite like it."

That's exactly the energy Tommy Hilfiger was chasing when he set this season in the UK. "Spring 2026 is about letting the city set the rhythm, and London's energy brings a new edge to Tommy Jeans," Hilfiger said. Past seasons had traced the brand's story through LA's Venice Beach and New York's West Village, so landing in Shoreditch completes a kind of transatlantic arc, taking the American streetwear DNA that Hilfiger built in the '90s and letting it absorb something sharper and more unpredictable.

The collection itself leans hard into denim. Classic cuts come back in lived-in washes that lean into character and wear rather than pristine finish. Thrift and repair denim carries visible mends and vintage fades, treating damage as detail rather than defect. Ecru denim offers a cleaner read on the same heritage. Transitional jackets are designed light enough to layer but structured enough to carry a look solo. The Archive Vulc sneaker returns from the brand's vaults, and a wavy Flag graphic remixes the house icon with a sense of movement and individuality.

Where Shoreditch and South London diverge as reference points matters here. The press materials anchor the shoot in Shoreditch's creative neighborhood; Highsnobiety's editorial lens pulls the whole campaign toward Burns' South London identity instead. The tension between those two framings is actually the point. Tommy Jeans isn't selling one version of London. It's leaning into the city's contradictions, its borough rivalries, its many distinct voices, and letting the campaign mean different things depending on who's looking at it. Burns, shaped by the same city that supposedly shaped the collection, is the part of that equation you can't fake.