Tommy Hilfiger‘s Spring/Summer 2025 campaign puts T-Wave (or Thai Wave) stars firmly at the forefront of fashion’s next chapter. Following the success of its collaboration with K-pop group Stray Kids, the brand has tapped Thai entertainment sensations Pond, Phuwin, Gemini and Fourth to front its Spring/Summer 2025 campaign.
The legendary designer was particularly excited about his continued partnership with these influential Thai stars. “Pond, Phuwin, Gemini and Fourth are leading a movement of their own,” he said. “Through storytelling, talent and a deep connection with fans, they’re shaping a cross-cultural fandom that celebrates diversity, creativity and shared experiences. I’m thrilled to continue this journey with them as we push the boundaries of classic American style for a new generation.”
The move signals the global rise of Thailand’s media industry following the K-pop explosion.
The campaign stays true to the brand’s roots while injecting youthful vitality. Cable knits, heritage shirts, varsity jackets and layered outerwear from the Spring/Summer 2025 collection take center stage, reimagined with the effortless charisma of Thai stars.
For Pond, the opportunity was more than just another modeling gig. “Being part of this campaign has given me the freedom to express myself in the truest way possible,” he shared. “To me, fashion isn’t just about what you wear, it’s a reflection of who you are. Working with Tommy Hilfiger, I feel like I can embrace every part of myself with confidence, and that’s an incredible feeling.”
