K-pop stars have proved themselves to be a popular pick for SS25 campaigns and PVH’s Tommy Hilfiger is part of this. It has just released its latest campaign starring K-Pop supergroup Stray Kids.

But Hilfiger isn’t a newcomer to the K-pop frenzy as the group actually returns for a third campaign with the brand, “fusing fashion, music and a bold sense of optimism”.

The brand said the K-pop group “showcases a fresh vision of prep style in a series of portraiture that highlights each member’s fearless individuality and the undeniable strength they share together”.

And designer Tommy Hilfiger added that: “Stray Kids have become one of the world’s most dynamic groups through their relentless drive and unique vision. Through this campaign, we wanted to give them the freedom to express themselves authentically. It’s a celebration of youthful positivity and the power of dreaming, through a red, white and blue lens.”

The images are “a celebration of Tommy Hilfiger’s lifelong love for nautical lifestyle [and] blends classic prep with bold maritime codes. Sailing influences come through in Breton and Ithaca stripes on heritage shirting, while an iconic varsity bomber is adorned with a rope logo treatment. Lightweight linen blazers and crisp, energised polos capture the spirit of life by the water, while chain-link and flag prints add a playful touch to refined silhouettes. It’s New American Prep — where Ivy League heritage meets effortless coastal style”.