Tommy Hilfiger, which is part of PVH Corp., has signed Korean musician and style icon Jang Won-Young, also known as Wonyoung, as a brand ambassador and the face of the Tommy Jeans summer campaign. The 20-year-old singer is a member of the K-pop group IVE, one of South Korea’s most successful girl groups.

“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,” said Wonyoung. “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 moment.”

By partnering with K-pop’s brightest stars, Hilfiger looks to reshape the idea of American style for a global audience, fusing East and West.

“Jang Won-Young embodies the spirit of Tommy Jeans with her authentic style, radiant confidence, and effortless ability to elevate everyday looks,” said Tommy Hilfiger. “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.”

Wonyoung gained recognition in 2018 after winning first place on the Mnet reality show “Produce 48,” representing Starship Entertainment. She became a member of the group Iz*One until it disbanded in 2021. She then returned to Starship Entertainment and debuted in December 2021 with the girl group IVE as one of six members. They released their first single album, “Eleven,” led by a single of the same name. Soon after Wonyoung became an ambassador for Miu Miu and Fred Joaillier.

The Tommy Jeans campaign featuring Wonyoung was shot by photographer Mok Jung-Wook. She is captured in a series of still images and short videos. In the shots, she is wearing a laid-back red, white and blue T-shirt paired with classic denim jeans and sneakers. There are also images of her in softer silhouettes such as a black strappy midi-dress and pleated miniskirt, creating more playful, feminine looks.

The collection will be available on tommy.com, in Tommy Hilfiger stores worldwide and through select wholesale partners. It is offered in sizes XXS to XXL and retails from $35 to $139.

The campaign will run across retail and digital channels.