Jisoo charts a fresh course for preppy cool as Tommy Hilfiger turns 40

Tommy Hilfiger‘s story begins in 1985, when American prep was distilled into a sharper, more current expression. What started with button-downs and chinos evolved into a language that redefined how the world understood US style, carried forward through silhouettes that moved fluidly across generations and borders.

Four decades on, the house casts its gaze on the future with The Hilfiger Racing Club campaign, which blends sporting references with a sense of everyday refinement, channelled through the presence of one of pop culture’s most influential figures, K-pop superstar Jisoo.

For the shoot, the Blackpink member appears in a line-up that reworks core preppy signatures in fresh forms: standout looks include a checkered jacket layered over an off-white knit and denim jeans, the same pattern reimagined as a skirt with a white sweater and denim outerwear, and, in a more casual register, a pale purple shirt styled with a grey hoodie and a sweater loosely draped across her shoulders. The styling carries a laid-back quality sharpened by intentional tailoring, showing how the house’s preppy codes transition naturally into daily wear while retaining their clarity.

For the star, Hilfiger’s language resonates because of its ability to combine established prep signatures with lively detail. “Tommy works with timeless prep silhouettes, which I like,” she explains. “His style adds details, like blazers with softened lines that make them feel feminine and spirited. These pieces are sophisticated but different and eye-catching, and they help me feel like the best version of myself every day.”

Her attraction also reflects a long-standing fascination with the ’90s and Y2K eras, periods defined by their free-spirited sensibility and distinctive character. During the quartet’s recent New York concert, she channelled that energy in a custom Hilfiger bustier-style bodysuit in red, white and blue, a look that echoed the city’s temperament—loud in its presence yet tempered with a refined sense of poise—ultimately underscoring the brand’s instinct for balancing fun with style.

The American label’s history is defined by the moments when it has intersected with culture—most memorably in the ’90s, when Hilfiger worked with Aaliyah to bring preppy design into the world of R&B and hip-hop, and later in the 2010s, when a collaboration with Gigi Hadid expanded its reach in an era shaped by social media and instant access. Now, Jisoo continues this lineage, her influence spanning music, luxury fashion and popular culture, reflecting the international perspective that underpins the brand’s direction today.

Amid these evolutions, certain staples continue to ground the house. “The designs are cool and easy to wear, and I always come back to the varsity jacket,” she says. “It’s strong, iconic and timeless all at once.”

That enduring appeal threads directly into The Hilfiger Racing Club, where the brand marks 40 years with a campaign that translates its roots into the present day and carries them forward through voices that connect across audiences worldwide, ensuring the hallmarks remain recognisable and resonant for the next chapter.