Machine Gun Kelly Embraces Tommy Hilfiger's 'Unassuming' American Cool

The musician discusses his new campaign with the heritage brand, incorporating vintage pieces into his 'Lost Americana' tour wardrobe, and taking credit for the return of wired headphones.

Published on Mar. 2, 2026

Got story updates? Submit your updates here. ›

Machine Gun Kelly, known for his edgy rockstar persona, has partnered with the quintessential American brand Tommy Hilfiger for the label's Spring 2026 campaign. The campaign, shot in a sun-soaked Palm Beach setting, features Kelly alongside other famous faces like Patrick Schwarzenegger and Lionel Richie. Kelly explains that the collaboration may seem unexpected, but it aligns with his desire to 'confuse' people's assumptions. He's also incorporated vintage Tommy Hilfiger pieces from the designer's personal archive into his 'Lost Americana' tour wardrobe, and even claims credit for the recent revival of wired headphones.

Why it matters

This partnership between Machine Gun Kelly and Tommy Hilfiger represents an unexpected pairing that challenges preconceived notions about the brand's classic American aesthetic. By bringing in a musician known for his edgy style, Tommy Hilfiger is evolving its image and reaching a new generation of consumers who may not have previously associated the brand with their personal style.

The details

For the Spring 2026 campaign, Machine Gun Kelly joined a lineup that includes other famous faces like Patrick Schwarzenegger, Abby Champion, Lionel Richie, and Iman. The campaign, shot by Lachlan Bailey and directed by Roman Coppola, takes place in a Palm Beach-inspired estate. Kelly says the campaign's sun-soaked, vintage Americana vibe represents a 'simpler time' rather than the 'harsh political reality' of today's America. In addition to appearing in the campaign, Kelly has also incorporated vintage Tommy Hilfiger pieces from the designer's personal archive into his 'Lost Americana' tour wardrobe, with one shirt he plans to frame instead of wearing. Kelly even claims credit for the recent revival of wired headphones, saying he's been wearing them at events and parties over the past year.

  • Kelly and Tommy Hilfiger first connected at a The Daily Front Row fashion award ceremony last year, where the musician says he 'manifested' the campaign.
  • The Tommy Hilfiger Spring 2026 campaign featuring Machine Gun Kelly was released on March 2, 2026.

The players

Machine Gun Kelly

An American musician known for his edgy rockstar persona, who has partnered with the heritage brand Tommy Hilfiger for their Spring 2026 campaign.

Tommy Hilfiger

An American fashion designer and the founder of the eponymous heritage brand, known for its classic American cool aesthetic.

Got photos? Submit your photos here. ›

What they’re saying

“Because what's assumed is boring. 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.”

— Machine Gun Kelly (Variety)

“Tommy's aesthetic and red-white-and-blue color palette may represent America, but not the harsh political reality of this country. Instead, it evokes the vibe of simpler times where living felt easy.”

— Machine Gun Kelly (Variety)

What’s next

Machine Gun Kelly plans to continue incorporating vintage Tommy Hilfiger pieces into his wardrobe for the 'Lost Americana' tour, with one shirt from the designer's personal archive that he says he'll frame instead of wearing.

The takeaway

This unexpected partnership between Machine Gun Kelly and the heritage brand Tommy Hilfiger represents the evolution of the label's classic American aesthetic, as it seeks to reach a new generation of consumers who may not have previously associated the brand with their personal style.