Designer Tommy Hilfiger and his muse JISOO get candid about their latest project together.
Left: Designer Tommy Hilfiger (Getty Images), and South Korean star, Jisoo.
When two icons collide, magic happens. Designer Tommy Hilfiger and global superstar JISOO from K-pop supergroup Blackpink have teamed up once again for the Tommy Hilfiger Spring 2025 collection, fusing timeless Americana with modern sophistication. Known for her modern elegance and fashion influence, JISOO embodies the refined yet effortless aesthetic of this collection. From nautical-inspired classics to fluid, tailored silhouettes, the pieces celebrate confidence and individuality. This marks JISOO’s third collaboration with the brand, showcasing her evolution as a global style icon. Join us as we explore an inspiring conversation with Tommy Hilfiger and JISOO about their shared vision and the essence behind this exciting collection.
Understated Elegance
This campaign isn’t just about a collection—it marks a shift for the Tommy Hilfiger brand in how womenswear is expressed. How do you see this redefined style for a new era?
Tommy Hilfiger: This season marks a new chapter in womenswear—an evolution toward a more refined, effortless expression of style. Our vision redefines sophistication through a modern lens, balancing understated elegance with a timeless quality. JISOO is the perfect embodiment of this new era, bringing her powerful cultural presence to our understated classics for a fresh take on Americana style.
JISOO: I find it so interesting because style is always evolving. For me, confidence has never been about following trends—it’s about knowing who I am and making choices that feel right. Over the years, I’ve embraced different expressions of style, and right now, I find myself drawn to something more sophisticated. This collection captures that balance perfectly—simple yet statement-making, classic but modern. It’s not just about what we wear, but how we wear it, and this feels like the most natural way for me to express myself today.
Tommy Hilfiger’s Iconic Women
The Tommy Hilfiger brand has a long line of iconic women as ambassadors. What is it about JISOO that made her the right choice for today’s generation?
TH: This partnership builds on our heritage of working with iconic women who bring their own perspective to our red, white, and blue DNA. Previous collaborators like Gigi Hadid, Zendaya and Hailey Bieber have each left their mark on the brand, reflecting the spirit of their time. JISOO is a superstar of this generation, bringing a fresh, modern energy to our womenswear—perfectly in step with the brand’s evolution.
JISOO: It’s an honour to follow in the footsteps of so many style icons who each played their part in Tommy Hilfiger’s history. What sets each of them apart is their authenticity—they were always completely themselves. That’s what I admire most in collaborations, and why this feels so natural.
Style Evolution
JISOO, this is your third campaign with Tommy Hilfiger. How have you seen both your style and the brand evolve throughout this journey?
JISOO: There’s been a natural flow and evolution of style between the brand and myself. I feel like we’ve both moved to a mood that is more refined and effortless—one that feels more sophisticated but still very me. This campaign captures that change in direction perfectly. Looking back at my first shoot with Tommy Hilfiger, I wanted to show a fresh side of myself, and that feeling continues today. Every step of this journey has been about growth, expression and staying true to myself.
Tell us about your favourite styles featured in this campaign.
JISOO: I’m drawn to the simplicity and style of the short navy dress from the capsule Tommy co-created with Sofia Richie Grainge. It’s so inspiring to see the creativity that comes from this brand and partners—and how it’s all contributing to this vision of understated elegance.
TH: I love the long red dress, styled with a Breton striped knit from the sailing world over the shoulder. It balances the practicality of life on deck with the sophistication of the captain’s quarters. A fresh and beautiful look for spring.
