Tommy Hilfiger Fall 2025 Ad Campaign

Review of Tommy Hilfiger Fall 2025 Ad Campaign by Photographer Glen Luchford with Claudia Schiffer, Nicholas Hoult, Ida Heiner, Jeremiah Berko Fourdjour, Raphael Diogo, Selena Forrest, & Song Ah Woo

Tommy Hilfiger throws it into high gear for Fall 2025 with “The Hilfiger Racing Club,” a campaign that steers prep into new, revved-up territory. With Glen Luchford behind the lens and a cast led by Nicholas Hoult and Claudia Schiffer, the brand reclaims its role as storyteller of all-American style—this time with a motorsport twist. While the campaign celebrates vintage racing aesthetics, it does so with a crisp modernity that feels as much about legacy as it is about momentum.

Drawing from the DNA of Tommy’s heyday campaigns—especially the fictional “The Hilfiger’s” of the early aughts—the new visuals lean into the power of group energy. Hoult and Schiffer anchor the cast, surrounded by emerging and established faces like Ida Heiner, Jeremiah Berko Fourdjour, Raphael Diogo, Selena Forrest, and Song Ah Woo. Dressed in varsity jackets, checked coats, racing stripes, and cable knits, they embody the preppy spirit reimagined for a broader global audience. It’s a preppy pit crew you want to belong to.

The campaign’s cinematic quality is one of its strongest suits. The accompanying video, shot in a dusty racetrack paddock, plays more like a short film than a typical commercial. Hoult preps for a race while Schiffer raises the checkered flag, all narrated by a British voiceover that mimics a crackly loudspeaker, adding a charming layer of vintage realism. The pacing is moody and evocative—not high-octane, but full of longing, pride, and pageantry. The choice to cast trained actor and race driver Hoult adds believability to the narrative, even if his dialogue-free presence is more silent film star than action hero.

What’s most effective here is the blend of nostalgia and reinvention. There’s no denying Tommy Hilfiger’s enduring place in the American fashion lexicon. This campaign doesn’t challenge that legacy—it builds on it, updating classic silhouettes with modern tailoring and layering them over a fresh, youthful cast. “Reimagining prep has been at the heart of my creative vision for 40 years,” Tommy said in the release, and this campaign proves he’s still finding new ways to remix the code.

But for all its visual polish and crowd-pleasing energy, the campaign stops short of pushing the envelope creatively. While “The Hilfiger Racing Club” is cohesive and confident, it’s also safe. With so many pieces in place—an international cast, a cinematic backdrop, a compelling concept—there’s room to have gone even deeper into storytelling or even humor, areas where past Tommy campaigns once excelled. The visuals are strong, but feel more curated than lived-in.

Still, this launch marks an impressive start to what’s being billed as the first chapter in a broader brand evolution: “You’re Invited, No RSVP Required.” That tagline suggests a democratization of prep, opening the gates to anyone who wants in. Whether you’re an Ivy League legacy or a first-time fan of American heritage style, Tommy’s message is clear: come as you are, just bring your crew.

In that spirit, “The Hilfiger Racing Club” wins the race it set out to run. It’s a smart, stylish collection of visuals that speak to tradition and transformation in equal measure. And with Hoult and Schiffer at the wheel, it’s a campaign that doesn’t just wear the checkered flag—it earns it.