Tommy Hilfiger launches ‘Always Denim’ campaign starring Romeo Beckham

Tommy Hilfiger has today launched a new autumn 2026 campaign under the title ‘Always Denim’, starring Romeo Beckham alongside Dutch fashion model Yasmin Wijnaldum and a “next generation cast of tastemakers”.

Shot at The Mark Hotel in New York, including on the rooftop, the mood is one of “downtown escapes and time spent with friends”, with everyone wearing the latest Tommy Hilfiger denim collection featuring a wide range of washes, fits and silhouettes.

Romeo Beckham wears the relaxed, 90s-inspired ‘Theo’ baggy jean with a cable-knit sweater before changing into the classic straight-leg ‘Dover’ jean, paired with a tucked-in denim shirt. He also wears a denim jacket with a Tommy Hilfiger flag on the back and a logo T-shirt.

Yasmin Wijnaldum highlights the women’s offering in the high-rise ‘Sarah’ jean, known for its clean, flattering shape, alongside the low-rise ‘Daisy’ silhouette with its relaxed proportions. She also sports a burgundy varsity jacket with leather sleeves and ‘Tommy Hilfiger 1985’ on the back.

Tommy Hilfiger said: “Denim has always represented the pinnacle of self-expression to me. When I was a teenager growing up in Elmira, I’d drive to New York City to buy jeans, customise them and sell them out of the trunk of my car.

“Through every decade, it’s evolved with music, youth culture and changing attitudes, yet never lost that timeless appeal. This campaign celebrates that legacy through a new generation, showing how the classics continue to be reimagined in personal ways.”

Romeo Beckham added: “There’s no right or wrong way to wear denim - that’s the whole point. One day I’ll wear it with a leather jacket, the next with a classic white T-shirt. You can take inspiration from rock, prep or vintage, any kind of style.

“Tommy’s iconic denim has been around for my entire life, but it always feels current because everyone makes it work in a way that feels natural to them.”

Last month saw Romeo Beckham capitalise on his growing exposure, as well as the fame of his parents, David and Victoria, with the launch of his own football-inspired label called Intra.

Partnering with Justin Saul, who had previously revived the dormant skateboard clothing brand Elwood Clothing in 2020 by refocusing it on vintage-inspired essentials and streetwear, Intra is a sportswear label built around the intersection of football culture and fashion.

The first Intra release, timed with the start of the World Cup, was called ‘The Nations Collection’. It featured three retro-inspired, limited-edition football jackets representing the USA, England and Brazil.

The co-founders described this debut collection as “a love letter to a footballing culture that shaped us, cut and finished in the spirit of the eras we grew up worshipping”.