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Upon first glance at Machine Gun Kelly — with his bleached-blond hair, fully inked skin and rockstar persona — Tommy Hilfiger might not be the first partnership that comes to mind. The American heritage label, long synonymous with polished prep and red-white-and-blue optimism, would seem worlds away from Kelly’s smudged eyeliner and cigarette-slung insouciance. And yet, that friction is exactly the point.
“Because what’s assumed is boring,” Kelly tells Variety when asked why a partnership with the heritage prep label is more fitting than some might expect. “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.”
As one of the faces of Tommy Hilfiger’s Spring 2026 campaign, the musician (born Colson Baker) is helping usher in a new chapter of the brand’s classic American cool — this time set against a sun-soaked Palm Beach fantasia of garden parties, poolside loungers and vintage Cadillacs. Shot by Lachlan Bailey and accompanied by a campaign film directed by Roman Coppola, the visuals unfold at an estate inspired by Hilfiger’s Palm Beach home.
Does this version of America feel out of step with today’s political climate, or a welcome escape? Kelly suggests the latter. Tommy’s aesthetic and red-white-and-blue color palette, he says, may represent America, but “not the harsh political reality of this country.” Instead, he says it evokes “the vibe of simpler times where living felt easy.”
Alongside Kelly, the lineup includes Patrick Schwarzenegger and Abby Champion, as well as longtime friends of the brand Lionel Richie and Iman, plus Checo Pérez, Lucien Laviscount, Soo Joo Park, Luke Champion and Raphael Diogo. The pieces featured in the campaign, reworked for Spring 2026, include barrel-leg denim for women, relaxed straight fits for men, oversized trenches, chore coats, cable-knit rugbies and linen separates.
For Kelly, accessories were a particular highlight. His favorite piece from the shoot is the navy blue hat with gold pin detailing. “I’m an accessories slut,” he says.
His broader style evolution, he added, has shifted dramatically in recent years. “I’d say right now it’s giving ‘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.'”
Kelly counts Johnny Depp among his fashion inspirations, part of a growing cohort of Hollywood men embracing more daring red carpet risks. And in true MGK fashion, he’s even staking a claim to a micro-trend: wired headphones. “Wearing them at events, parties, and in general over the last year… respectfully, I’ll take credit for that,” he quips.
Kelly has also been incorporating Tommy pieces into his onstage wardrobe for the “Lost Americana” tour, revealing that some items were pulled directly from the designer’s personal archive. “Some of the pieces he gave me were from his personal closet, one shirt in particular I think I’m just gonna frame instead of wearing,” he says, joking that some pieces still have pencil marks with size adjustments on it for the tailor.
“When I was recording ‘Lost Americana,’ half of the mood board was of artists wearing Tommy Hilfiger and photo shoots from Tommy campaigns,” Kelly says. “So I guess from the mood boards to me then sitting next to him at a The Daily Front Row fashion award ceremony last year, I manifested this campaign.”
Shop Tommy Hilfier’s full Spring Collection here.
