Tommy Hilfiger’s Lunar New Year 2026 campaign features global ambassador Jisoo in a celebration of preppy elegance and cultural heritage
As the Lunar New Year approaches, Tommy Hilfiger has unveiled its Year of the Horse campaign starring BLACKPINK’s Jisoo, marking another milestone in the K-pop star’s ongoing partnership with the American heritage brand. Released January 8, 2026, the campaign captures the spirit of renewal and forward momentum that defines both the zodiac symbol and Jisoo’s evolving style narrative.
Since becoming Tommy Hilfiger’s global ambassador, Jisoo has brought her distinctive blend of elegance and accessibility to the brand’s campaigns. This latest collaboration feels particularly personal – the imagery showcases Jisoo in relaxed, intimate settings that emphasize comfort and confidence over rigid formality. Shot in warm, residential environments, the campaign presents a more approachable side of luxury fashion, aligning with Tommy Hilfiger’s democratic approach to American style.
In Chinese astrology, the Horse symbolizes freedom, adventure, and unbridled energy – qualities that resonate with Jisoo’s career trajectory following her recent solo projects and BLACKPINK’s continued global influence. The campaign’s aesthetic reflects this symbolism through movement-friendly silhouettes and a color palette balancing classic Tommy Hilfiger navy and red with softer, celebratory tones.
What distinguishes this campaign from typical celebrity endorsements is its emphasis on ease and joy. Jisoo appears in quintessentially Tommy pieces – tailored blazers, cable-knit sweaters, and signature preppy separates – styled with an effortless sensibility that speaks to modern consumers seeking versatility in their wardrobes.
The collection bridges East and West, incorporating subtle Lunar New Year details without veering into costume territory. This nuanced approach reflects Tommy Hilfiger’s understanding of its diverse global audience and Jisoo’s appeal as a cultural bridge between Korean pop culture and international fashion.
Tommy Hilfiger’s investment in Lunar New Year campaigns with high-profile Asian ambassadors signals meaningful cultural engagement. Rather than treating the holiday as a marketing opportunity, the brand has consistently released thoughtful collections that honor tradition while maintaining its preppy American DNA.
For Jisoo, this campaign reinforces her position not just as a musical artist but as a fashion influencer with staying power. Her Tommy Hilfiger partnership has evolved from red carpet appearances at Semana da Moda de Nova Iorque to fully integrated campaign work.
In an era when celebrity fashion partnerships often feel transactional, the Jisoo-Tommy Hilfiger collaboration stands out for its consistency and cultural intelligence. The Year of the Horse campaign presents Jisoo as an embodiment of the brand’s ethos: optimistic, inclusive, and effortlessly stylish.
As we welcome 2026, this campaign offers more than seasonal moda inspiration. It represents the continuing globalization of luxury marketing, the power of K-pop stars as fashion ambassadors, and Tommy Hilfiger’s ability to remain relevant across generations and cultures.
O Tommy Hilfiger Lunar New Year 2026 collection is available now at Tommy Hilfiger stores and online.
Images Courtesy of Tommy Hilfiger
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