Tommy Hilfiger, is pleased to announce multi-hyphenate French-Algerian social media icon Lena Situations is joining the Tommy family starting June 2024. As host of one of France’s most popular podcasts and preeminent creators, the partnership highlights Tommy Hilfiger’s commitment to bringing together fashion and entertainment, and continuing the brand’s legacy of celebrating pop culture around the world. “Tommy is iconic, historic and classic, but with a twist – the brand is all about self-expression and I am here for it,” said Lena Situations. “Over the years, we’ve seen him play with silhouettes, designs, patterns, fabrics and more, while staying true to his American roots. The pieces from this season’s collection are becoming everyday staples for me, and I just love it!” “It’s an absolute pleasure to welcome Lena to the Tommy Hilfiger family!” said Tommy Hilfiger. “Lena is a vibrant and impressive creator, known for her incredible style and promising future. I truly admire how she expresses herself, whether on her social channels or through her podcast. She embodies relentless optimism, much like our brand, and we’re thrilled to have her with us.” Lena recently joined the brand for the ultimate summer destination VIP getaway in Mykonos, Greece, to help celebrate the opening of the first-ever TOMMY HILFIGER store on the island. On the trip, Lena and guests enjoyed an exclusive ‘Meet & Greet’ with Mr. Tommy Hilfiger, experienced the magic of Mykonos and set the standards for the perfect summer packing list. Lena will also make personal appearances at upcoming TOMMY HILFIGER events, as well as showcase the brand across her social channels and engage with press opportunities. Tommy Hilfiger has a long history of working with inspiring pop culture icons, including current collaborations with Kendall Jenner and Sofia Richie Grainge. Lena joins this expanding list of creative pioneers who have worked with the brand and broken conventions through disruptive partnership activations. Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger and @TommyHilfiger.