On August 26, Tommy Hilfiger, the brand that has consistently redefined American prep across generations, unveiled its new Fall 2025 campaign, “THE HILFIGER RACING CLUB.” Blending the nostalgia of luxury motorsports with an energetic spirit, the campaign offers a contemporary reinterpretation of classic preppy style.
The campaign stars actor Nicholas Hoult and supermodel and fashion icon Claudia Schiffer. Hoult, who has trained as a racing driver, appears trackside exuding camaraderie and confidence. Schiffer, in contrast, channels timeless glamour and sophistication that resonate with the world of luxury cars. Captured by photographer Glen Luchford, the visuals symbolize a “new preppy,” merging tradition with a playful twist.
“Reimagining prep has been at the heart of my creative vision for 40 years,” said designer Tommy Hilfiger. “From the beginning, I’ve blended classic American style with vibrant cultural influences, and I’m excited to continue that legacy of gatecrashing tradition. This season marks the start of a new chapter with ‘The Hilfiger Racing Club’ opening our latest campaign series and bringing a fresh twist to a celebrated moment in the preppy social calendar.”
Since its founding, the brand has consistently challenged conventions—whether through a giant Times Square billboard in New York, deep ties to hip-hop culture, appearances in the F1® paddock, or on fashion’s most prestigious red carpets. Continuing in this spirit, the new campaign introduces a bold statement: “You’re Invited, No RSVP Required.”
This season, the collection returns to the brand’s origins in New York, reimagining the tradition of urban prep with innovative takes on layering and texture. Standout pieces include tartan check shirts, water-repellent barn jackets, and trench coats crafted from sustainable wool. Styling highlights include rugby shirts layered over crisp Oxfords with loosely tied ties, as well as pleated skirts paired with crest sweatshirts—embodying a relaxed yet modern vision of preppy.
Launched globally on August 26, the campaign extends beyond fashion into immersive brand experiences, creative collaborations, and circuit-inspired events. In doing so, it positions preppy not as “following the rules,” but as an evolution through reinterpretation—a living, forward-looking culture for the next generation.
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