Tommy Hilfiger announced that K-pop girl group IVE member Jang Won-young, better known as Wonyoung, as the new face of Tommy Jeans Summer 2025 campaign. The 20-year-old star also joins the American fashion giant as a brand ambassador. Her participation signals the brand’s continued expansion into global markets, particularly targeting younger consumers drawn to the influential style of K-pop.
“It’s an honor to join the Tommy family – this is a brand with a long history of celebrating inspiring women who lead with confidence and creativity,. This campaign is about expressing your true self, and I hope together we can inspire the next generation to embrace what makes them unique and find joy in every momen,” stated Wonyoung.
Shot by London-based South Korean photographer Mok Jungwook, the campaign features Wonyoung in a series of striking images that showcase the collection’s versatility. She is pictured wearing signature red, white and blue t-shirts paired with classic denim, as well as more feminine pieces, such as a black strappy midi dress and a pleated miniskirt.
“Jang Won-young embodies the spirit of Tommy Jeans with her authentic style, radiant confidence, and effortless ability to elevate everyday looks. She brings a polished edge to streetwear in a way that’s entirely her own – a true reflection of our modern take on timeless prep,” said Tommy Hilfiger.
Wonyoung first captured public attention in 2018 when she placed first on Mnet’s reality competition Produce 48. After a successful run with the temporary group Iz*One, which disbanded in 2021, she debuted with IVE and five other members in December of that year. The group quickly became one of South Korea’s most successful girl groups.
Prior to this partnership, Wonyoung served as an ambassador for the luxury brands Miu Miu and Fred Joaillier.
The Tommy Jeans collection offers price points ranging from $35 USD to $139 USD. Available in sizes XXS to XXL, the line will be sold on tommy.com, in Tommy Hilfiger stores worldwide, and through select retail partners.
