In Pictures: Tommy Hilfiger unveils ‘modern West Coast preppy style’ in latest campaign for SS26

Tommy Hilfiger has launched a new campaign for SS26 starring American actor and model Patrick Schwarzenegger, son of Arnold Schwarzenegger, along with his model wife, Abby Champion, with a focus on a ‘modern preppy wardrobe’.

The campaign is described as “an invitation into Mr. Tommy Hilfiger’s world of ease, warmth and entertainment”, inspired by four decades of blending fashion with art, music, entertainment and sport.

Founder Tommy Hilfiger said: "For forty years, I built my brand around endless curiosity, a belief in dreaming big and a love of bringing people together. From the beginning, I looked to the creative voices shaping pop culture to help guide that vision.

"This season, we’ve invited a cross-generation cast of icons and contemporary voices to the ultimate Spring party - to share in the way I live. It’s a celebration alive with personality and modern American style."

Joining Patrick Schwarzenegger and Abby Champion at the spring party - which features in a short film - are Tommy and Dee Hilfiger, Lionel Richie, Iman, Machine Gun Kelly, Checo Pérez, Lucien Laviscount, Soo Joo Park, Luke Champion and Raphael Diogo, each appearing in cameo moments that bring fresh energy to Hilfiger’s evolving circle.

Patrick Schwarzenegger, best known for his roles in ‘The White Lotus’ (season 3), ‘The Staircase’, ‘Gen V’ and ‘Midnight Sun’, said: "Tommy is the ultimate host — there’s always a sense of ease the moment you walk in. He brings people together in a natural way, so every moment feels relaxed.

"Abby and I loved being part of this campaign - it feels like a genuine snapshot of how he lives, dresses and connects with the people around him."

Photographed by Lachlan Bailey, the campaign unfolds in an escape inspired by Hilfiger’s Palm Beach home - with classic Cadillacs sweeping up the estate drive and poolside loungers in red, white and blue setting the tone.

The campaign film, directed by Roman Coppola, captures the celebration in full swing, as the VIP guest list is welcomed to a garden party “defined by relaxed glamour and classic prep style”.

As the first in a series inspired by Tommy Hilfiger’s favourite global destinations, the campaign offers a seasonal glimpse into his way of living, shaped by places, people and how they come together.

Abby Champion added: “Ever since Patrick and I first worked with Tommy in his AW24 campaign, we’ve been lucky enough to be pulled into his orbit of entertainment and timeless style. There’s something about the way he brings people together - you never know who’s going to arrive or what the night will turn into.

“One minute you’re chatting with Iman, the next Lionel Richie is behind the decks. That’s the magic of it – the energy makes the moment, and the style follows.”

The SS26 collection is inspired by Hilfiger’s love of West Coast style and California’s “relaxed yet refined take on modern prep dressing”, including new silhouettes in denim such as the women’s barrel fit and the men’s relaxed straight-fit jeans.

There are also oversized trench coats, chore jackets, striped rugby shirts and polo shirts, cable knits, varsity-style jackets, relaxed blazers and candy-stripe shirts.

The new SS26 collection is now available in Tommy Hilfiger stores worldwide, on the brand’s website and through selected wholesale partners.