A multi-year deal including seasonal storytelling, brand campaigns and collection collaborations will fuse the fashion icon’s impeccable taste with Tommy Hilfiger’s red, white and blue DNA.

Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces global style icon Sofia Richie Grainge as brand ambassador for Tommy Hilfiger Womenswear in a two-year collaboration. Possessing a natural affinity for style inspiring a generation, Sofia Richie Grainge will bring a refined vision, natural optimism and taste for accessible luxury to the brand’s classic American cool DNA through Summer 2024 and beyond.

“Tommy is the godfather of Classic American Cool,” says Grainge. “His designs are the perfect canvas for playing with effortless style and building a wardrobe of timeless pieces. I am excited to co-create over the next years with someone who shares my passion for self-expression, enduring style and originality.”

“Sofia is one of those icons who is reshaping what it means to influence fashion today,” Hilfiger said. “She has an indescribable quality of inspiring connection and showcases flawless style with confidence and authenticity. I am delighted Sofia will bring her effortlessly cool style to our womenswear collection from summer into 2025.”