Jang Won-young Fronts Tommy Jeans Spring 2026 Campaign in London

Jang Won-young returns to Tommy Jeans as the face of its Spring 2026 campaign, shot in the streets of London's Shoreditch neighborhood, according to Tommy Hilfiger's official announcement on March 10, 2026. The IVE member and global K-pop star leads a cast of rising creatives in visuals that fuse the brand's American heritage with London's contemporary street culture. This marks Jang Won-young's second consecutive season as the primary face of Tommy Jeans, following her May 2025 debut as Brand Ambassador. The deal makes her one of a small group of K-pop artists to hold a multi-season global fashion ambassador role with a major Western lifestyle brand. Jang Won-young brings a social media reach of over 30 million Instagram followers and a cultural cachet that makes her arguably the most commercially powerful face in fourth-generation K-pop, a status that brands in the Gen Z fashion space increasingly recognize as essential.

The campaign marks a geographic pivot for Tommy Jeans. Past seasons traced the line through LA's Venice Beach and New York's West Village. Spring 2026 plants its flag in Shoreditch, drawing from the neighborhood's reputation as a hub for creative subcultures and DIY fashion, as noted by the brand's creative team.

The Cast

Jang Won-young headlines the campaign with what founder Tommy Hilfiger describes as "effortless cool and global influence." She's joined by F1 Academy driver Alba Larsen in her debut as a Tommy Jeans Brand Ambassador, as confirmed by Tommy Hilfiger's press release. The roster also includes Cat Burns, the South London singer-songwriter behind breakout hits like "Go" and "People Pleaser"; James Lee, an Asian American artist bridging music and fashion; Argentine actor Franco Masini; and Gaius Okami, a Canadian, Berlin-based content creator. The diverse cast reflects Tommy Jeans' strategy of assembling a global ensemble rather than a single hero image, reaching multiple communities simultaneously through each cast member's individual audience. Alba Larsen in particular positions Tommy Jeans within the broader fashion industry pivot toward motorsport, mirroring the surge in F1 crossover appeal that has reshaped global brand marketing since 2022.

"Spring 2026 is about letting the city set the rhythm, and London's energy brings a new edge to Tommy Jeans," Hilfiger said in an official statement. "The collection is about confidence, individuality, and the fearless attitude of a new generation. Jang Won-young embodies this moment."

The Collection

The Spring 2026 lineup emphasizes lived-in denim with character, according to Tommy Jeans' product documentation. Classic cuts return in faded washes that look like they've seen a few seasons already. Transitional jackets are built to layer or stand alone, designed for unpredictable spring weather. The wavy Flag graphic, a reworked version of the house icon, appears across pieces in a way that suggests movement rather than static branding.

Key highlights include the Archive Vulc sneaker, pulled from Tommy's archives and reintroduced for current street style sensibilities. Ecru denim offers a cleaner take on heritage jeans through natural tones. Thrift and repair denim carries visible mends and vintage fading, leaning into sustainability-adjacent aesthetics that have dominated streetwear conversations.

Tommy Jeans Heritage

Tommy Jeans launched in 1996 in New York as a sportier, youth-focused extension of the mainline brand. It introduced denim and activewear in brighter colors and baggier silhouettes that broke from the polished prep Tommy Hilfiger was known for. The line built its identity through intersections of prep, hip-hop, and youth culture, a formula that has kept it relevant across three decades of shifting trends.

Jang Won-young first signed with Tommy Hilfiger as Brand Ambassador in May 2025, making her one of the most prominent K-pop faces in the brand's global marketing. Her return for Spring 2026 signals a deepening commitment from Tommy to the K-entertainment pipeline that has become essential for luxury and lifestyle brands targeting Gen Z audiences across Asia and beyond.

The Tommy Jeans Spring 2026 collection is available now in stores, on tommy.com, and through select retailers worldwide.