Tommy Hilfiger, the global lifestyle brand born in America, has unveiled its 2026 Fall campaign starring JISOO, the brand's global ambassador and a worldwide pop culture icon.
Themed "Only in New York," the campaign places JISOO as a guest staying at The Plaza Hotel, stepping into the New York world that Tommy Hilfiger has long portrayed. Set against the confidence, forward-looking spirit, and captivating lifestyle of Tommy Hilfiger, who once lived at The Plaza Hotel for more than 10 years, JISOO brings her own style to the brand's signature "Classic American Cool" look.
Tommy Hilfiger shared his thoughts on the campaign:
"The Plaza has long been a gathering place for people who define culture, from Hollywood legends to music icons, sports stars, and celebrated writers. Welcoming JISOO to this place felt completely natural. She brings her own individuality to any style. Seeing her add a new perspective to our American classics in this landmark that represents New York made me very happy."
— Tommy Hilfiger
A Story Set at The Plaza Hotel
Set at The Plaza Hotel, the campaign captures both panoramic views over Manhattan and intimate moments spent inside the hotel. From the rooftop terrace to an elegant lounge, JISOO relaxes across a series of striking spaces, bringing her own style to a story about self-expression, individuality, and the charisma unique to New York.
JISOO shared her thoughts on the campaign:
"My journey with Tommy began in New York, so coming back to this city for this campaign meant a lot to me. Whenever I'm with Tommy, I get to experience the city through his eyes. His warmth, his curiosity, and the connections he makes with people give me a completely different view of New York. The time we spent together at The Plaza felt both special and familiar, and I'm so happy to have been part of this new chapter of the story."
— JISOO
The 2026 Fall Collection
The 2026 Fall Collection pushes the brand's "Prep Made Current" vision further, reinterpreting American classics through richly textured materials, refined craftsmanship, and a perspective unique to the season.
JISOO layers a heather pleated skirt with a burgundy wool-and-leather varsity jacket over a clean white button-down shirt, styling one of Tommy Hilfiger's signature pieces, the varsity jacket, with a refined, feminine touch.
Other looks pair a softly padded cable-knit down jacket with a varsity check scarf that nods to the brand's heritage, a pleated skirt, and tubular-silhouette knee boots. A camel jacket is styled with an ivory cable-knit polo, a warm caramel skirt, and white leather loafers, capturing the effortless, wide-ranging styling that defines the season.
A Partnership Rooted in New York
JISOO has served as Tommy Hilfiger's global brand ambassador since 2024, and her journey with the brand began with a story that followed her aboard an open-top bus touring New York's landmarks. She went on to attend the 2025 Spring runway show, held aboard the retired Staten Island Ferry "MV John F. Kennedy," appeared in the 2025 Spring womenswear campaign, and appeared in "The Hilfiger Racing Club" for 2025 Fall, deepening her partnership with the brand along the way.
For the 2026 Fall campaign "Only in New York," JISOO joins a cast of figures from across different fields, including brand ambassador Travis Kelce, model Gigi Hadid, DJ Peggy Gou, professional tennis player Frances Tiafoe, basketball legend Carmelo Anthony, and Tommy Hilfiger himself alongside his wife, Dee Hilfiger. Together, this varied cast brings its own individuality to Tommy Hilfiger's vision of New York.
The Tommy Hilfiger 2026 Fall Collection will be available throughout the season at the brand's official online store, at Tommy Hilfiger stores nationwide, and at select retailers.
