Tommy Hilfiger has snagged a bold-face name for his Always Denim fall campaign: Romeo Beckham.
The model, former soccer player and son of David and Victoria Beckham, is featured with Dutch supermodel Yasmin Wijnaldum and other models in images shot at The Mark Hotel in New York. The photos are intended to reference a classic American cool attitude rooted in denim.
Yasmin Wijnaldum and Romeo Beckham
Dan Jackson
“Denim has always represented the pinnacle of self-expression to me,” Hilfiger said. “When I was a teenager growing up in Elmira, I’d drive to New York City to buy jeans, customize them and sell them out the trunk of my car. Through every decade it’s evolved with music, youth culture and changing attitudes, yet never lost that timeless appeal. This campaign celebrates that legacy through a new generation, showing how the classics continue to be reimagined in personal ways.”
The fall collection offers a wide range of washes, fits and silhouettes designed. Romeo Beckham wears the relaxed, ’90s-inspired “Theo” baggy jean with a cable-knit sweater as well as the classic straight-leg “Dover” jean paired with a tucked-in shirt.
Wijnaldum is pictured in the high-rise “Sarah” jean and the low-rise “Daisy” silhouette, which sports relaxed proportions.
“There’s no right or wrong way to wear denim — that’s the whole point,” Beckham said. “One day I’ll wear it with a leather jacket, the next with a classic white T-shirt. You can take inspiration from rock, prep or vintage, any kind of style. Tommy’s iconic denim has been around for my entire life, but it always feels current because everyone makes it work in a way that feels natural to them.”
The campaign was shot at The Mark Hotel in New York.
Dan Jackson
Hilfiger has been designing denim as part of his collection for four decades. In 1996, he launched Tommy Jeans, a younger-skewed assortment and a year later, singer Aaliyah became one of the label’s most recognizable faces in her color-blocked denim and baggy jeans. Since then, the brand has continued to produce culturally relevant campaigns such as the one with Lucky Blue Smith and Hailey Bieber in 2016 and the Rolling Stones in 2021.
The fall collection will be sold on the company’s website, in its stores and through wholesale partners globally. It is priced between $89.50 and $190.
