At first glance, Machine Gun Kelly—with his bleached hair, full-body tattoos, and rockstar swagger—might seem an unlikely face for Tommy Hilfiger, a brand built on polished prep and red-white-and-blue optimism. But according to MGK, that unexpected collision is exactly the point.
“Because what’s assumed is boring,” Kelly tells Variety of fronting the brand’s Spring 2026 campaign. “Nobody saw me dancing and making pop songs on their bingo card either, but it captivated the internet, both good and bad. I get pleasure out of confusing you all.”
The campaign, shot by Lachlan Bailey with a film directed by Roman Coppola, unfolds at a sun-drenched Palm Beach estate inspired by Hilfiger’s own home. The visuals evoke a fantasia of garden parties, poolside loungers, and vintage Cadillacs—an image of America Kelly describes not as political, but as an escape: “the vibe of simpler times where living felt easy.”
Kelly joins a lineup including Patrick Schwarzenegger, Abby Champion, Lionel Richie, Iman, and others. The collection features reworked classics: barrel-leg denim for women, relaxed straight fits for men, oversized trenches, chore coats, and linen separates.
For Kelly, the accessories were a highlight, particularly a navy hat with gold pin detailing. (“I’m an accessories slut,” he admits.) He describes his current style era as “‘Why does he smoke cigarettes and still smell good?’—which evolved from last era’s ‘I’ll just borrow your sister’s T-shirts and make it work’ vibe.”
Counting Johnny Depp among his inspirations, Kelly also cheekily claims credit for bringing back wired headphones as a fashion statement. “Wearing them at events, parties, and in general over the last year… respectfully, I’ll take credit for that.”
The partnership feels particularly full-circle, as Kelly reveals Tommy pieces have been woven into his onstage wardrobe for the “Lost Americana” tour—some pulled directly from the designer’s personal archive. “When I was recording ‘Lost Americana,’ half of the mood board was of artists wearing Tommy Hilfiger,” he says. “So I guess from the mood boards to me then sitting next to him at a fashion award ceremony last year, I manifested this campaign.”
