2025 is looking smooth for Tommy Hilfiger, as the brand celebrates its 40th anniversary. For its latest campaign, the American label is launching a capsule collection with vintage touches and a fresh vibe. Set sail for summer with the timeless Tommy spirit!
A capsule collection riding the wave
This summer, Tommy Hilfiger bets on its core essentials: the combination of the nautical world and its sportswear DNA. Through around twenty pieces, the brand subtly reinterprets its archives without ever straying from its preppy heritage. The pairing of a wool sweater with a hoodie draped over the shoulders perfectly symbolizes the fresh breeze Tommy Hilfiger is bringing into fashion.
In tune with today’s ecological concerns, the brand incorporates recycled materials like nylon into this new collection. In terms of cuts, it remains firmly rooted in the spirit of the times, featuring a windbreaker with a high collar, perfect for a “buttoned to the top” look. For more styling options, go for the reversible anorak: one side in the brand’s iconic colors, the other in brighter tones, reflecting the multiple facets of the Tommy Hilfiger identity. By reworking its archives, Tommy Hilfiger successfully bets on timeless pieces, steering clear of fleeting micro-trends. A perfect example: the sailor stripe top, a nautical wardrobe classic, reimagined in the brand’s signature colors: blue and red.
Designed to be worn offshore, this capsule collection perfectly blends comfort and functionality, offering pieces built to protect against wind and moisture. Worn along the coast, the pieces reveal their full sophisticated potential. To complete the look, Tommy Hilfiger Eyewear launches a new spring collection, fronted by yet another sports star: Marco Asensio.
A sporty spirit
Tommy Hilfiger smoothly navigates from open waters to dry land, just as it does between fashion and sport. Over the years, the iconic brand has built strong bridges with various sports disciplines, extending its influence far beyond ready-to-wear.
From the very beginning, even before launching his namesake brand, Tommy Hilfiger’s ambition was to bring people together. The spirit of his first project, People’s Place, a hybrid boutique turned community space for New York’s youth, still seems to inhabit his work today. Able to speak to every generation, the brand was one of the first to dress hip-hop figures in the 1990s, while later becoming a benchmark for preppy style.
Today, Tommy Hilfiger is forging strong ties with major sports like Formula 1, whose popularity has skyrocketed in recent years. As an official partner of the Mercedes-AMG team, the brand also frequently collaborates with driver Lewis Hamilton. From fashion studios to film sets, it’s a natural transition: Tommy Hilfiger is sponsoring the upcoming F1 movie produced by Apple Original. The brand will feature both on the racetrack through the costumes worn by Damson Idris and Brad Pitt and on the red carpet. It’s a full-circle collaboration that brings together every facet of Tommy Hilfiger and strengthens its status as a cultural force.
Legacy in motion
For four decades, Tommy Hilfiger has embodied a pluralistic vision of America, combining preppy tradition with a rebellious spirit. The brand continues to captivate a young and diverse audience because it has never stopped engaging with its era and even anticipating it.
From the East Coast university campuses to New York’s 1990s hip-hop scenes, Tommy Hilfiger has always captured the spirit of the times. This ability to mix established codes with countercultures has allowed it to span generations, speaking to both Ivy League nostalgic and streetwear enthusiasts. The brand continues to cultivate this subtle balance through inclusive campaigns, a diverse roster of ambassadors, and collections that are both accessible and cutting-edge.
Tommy Hilfiger offers more than just a wardrobe: it tells a story: one of open, dynamic, and unifying fashion. The nautical collection is a perfect example, deeply rooted in heritage, yet looking boldly toward the future. By celebrating 40 years of existence, the brand proves that style knows no age, as long as it keeps moving forward.
