AMSTERDAM, THE NETHERLANDS (July 2026) – Tommy Hilfiger, which is part of PVH Corp. [NYSE: PVH], presents the TOMMY HILFIGER Always Denim Fall 2026 campaign starring Romeo Beckham. Set within The Mark Hotel, where New York style and cultural influence meet, Romeo hosts a new generation of fashion insiders in a fresh expression of Classic American Cool—effortless, optimistic and always rooted in denim.
A longtime symbol of New York's style scene, The Mark Hotel becomes the backdrop for rooftop sunsets, downtown escapes and time spent with friends. Joined by Dutch tastemaker Yasmin Wijnaldum and an emerging cast shaping today’s style conversation, Romeo moves effortlessly among the city's iconic settings, where denim is the natural choice for every moment.
“There's no right or wrong way to wear denim—that's the whole point," said Romeo Beckham. "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.”
The Fall TOMMY HILFIGER 2026 collection celebrates the versatility of denim through a wide range of washes, fits and silhouettes designed for every occasion. 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 shirt, showing how the right pair of jeans can adapt to every moment. 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. From contemporary styles to enduring classics, there's a denim silhouette for every personal style.
"Denim has always represented the pinnacle of self-expression to me," said Tommy Hilfiger. "When I was a teenager growing up in Elmira, I'd drive to New York City to buy jeans, customize them, and sell them out 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."
For four decades, denim has been a defining part of the TOMMY HILFIGER wardrobe. From the brand's earliest collections in the '80s, classic American staples—including denim—were reimagined through new washes, fits and proportions. The launch of TOMMY JEANS in 1996 introduced a younger perspective, inviting a new audience to reinterpret timeless style through relaxed fits and individual expression. A year later, Aaliyah became one of the label's most recognizable faces, making color-blocked denim and baggy jeans enduring symbols of '90s style. The brand has continued to shape the conversation through culture-defining campaigns and memorable style moments—from the 2016 TOMMY JEANS capsule fronted by Lucky Blue Smith and Hailey Bieber to the collaboration with the Rolling Stones in 2021. “Always Denim” carries that legacy forward for a new generation.
The Fall 2026 collection will be available on tommy.com, in TOMMY HILFIGER stores worldwide and through select wholesale partners throughout the season. Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger, @TommyHilfiger and @RomeoBeckham.
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About TOMMY HILFIGER
TOMMY HILFIGER is one of the world’s most recognized premium lifestyle brands, welcoming and inspiring consumers since 1985. Originally established in New York City and infused with the spirit of Americana, the brand is defined by its red, white and blue DNA, rooted in expressions that are vibrant, confident and brave. The brand’s collections celebrate “Prep made Modern,” fusing timeless classics with a fresh twist. Tommy Hilfiger offers premium quality and value to consumers worldwide under the TOMMY HILFIGER and TOMMY JEANS lifestyles, with a breadth of collections and products including men’s, women’s and kids’ sportswear, denim, accessories, footwear and fragrance.
Part of PVH Corp. [NYSE: PVH], global retail sales of TOMMY HILFIGER products were approximately $9 billion in 2024, with broad distribution around the world, including its largest global flagship store at tommy.com. Connect with TOMMY HILFIGER on Instagram, X, TikTok, YouTube and LinkedIn.
About PVH Corp.
PVH is one of the world’s largest fashion companies, driven by its two iconic brands, Calvin Klein and TOMMY HILFIGER. For more than 140 years, PVH has connected with and inspired consumers globally and now operates in more than 40 countries worldwide. For more information, visit PVH.com. Follow us on Instagram and LinkedIn.