Jordyn Woods’s Tommy Hilfiger Look for the New York Fashion Week Show Was an “Ode to New York”
Our take
The recent buzz surrounding Jordyn Woods’s Tommy Hilfiger look at New York Fashion Week—described as an “ode to New York”—resonates beyond a simple celebrity endorsement. It speaks to a subtle but significant shift in how brands are approaching celebrity partnerships and, crucially, how those partnerships are perceived within the evolving landscape of luxury and aspiration. The choice of Woods, a figure who has navigated public scrutiny and successfully cultivated a distinct personal brand, signals a move away from solely relying on traditional, untouchable “it” girls and towards individuals who represent a more relatable, accessible form of influence. This is particularly relevant as consumers increasingly prioritize authenticity and connection over flawless, unattainable ideals. It's a move that echoes the principles we champion here: a quiet confidence, a refusal to shout for attention, and a focus on a lifestyle that feels both elevated and grounded, much like the foundational pieces outlined in A Minimalist’s Guide to Getting the Basics Right. The emphasis on a “nod to New York” – a theme explored in many recent collections – further reinforces this connection to a tangible place and feeling, rather than abstract luxury.
The "ode to New York" concept itself is intriguing. It’s not a revolutionary idea, of course; countless designers have drawn inspiration from the city’s energy and style. However, the way it’s being deployed – particularly through the lens of a celebrity like Woods, known for her street style sensibilities – feels different. It’s less about overt displays of wealth and more about capturing a specific mood, an atmosphere of effortless cool that resonates with a younger, more discerning audience. This aligns with the broader trend of "calm luxury" we’ve observed, where understated elegance and quality craftsmanship are valued over flashy logos and ostentatious displays. The subtle integration of the brand into Woods’s personal style, rather than a blatant promotional push, is a masterclass in modern brand storytelling. It’s a far cry from the aggressively branded looks of the past, and a more organic extension of the ethos explored in I've Seen Hundreds of Fall Pieces—These Zara New Arrivals Stand Out, where individual style shines through even within accessible, on-trend pieces. The inclusion of the J.Crew x Eckhaus Latta collaboration, with its "unmistakably J.Crew, but unexpected" twist, The J.Crew x Eckhaus Latta Collaboration Gives "Clothes Designed for How People Actually Live" an Eccentric Twist, further demonstrates a desire for a blend of heritage and contemporary relevance.
Beyond the immediate aesthetic impact, Woods’s appearance highlights a broader evolution in celebrity-brand relationships. The days of purely transactional endorsements, where celebrities simply model a product for a fee, are fading. Consumers are increasingly savvy and can detect insincerity. They seek out individuals whose personal brands genuinely align with the values and aesthetic of the brands they choose to represent. Jordyn Woods has cultivated a powerful personal narrative—one of resilience, self-discovery, and a distinctive sense of style—that makes her a compelling ambassador for Tommy Hilfiger. Her casual mention of, "Maybe one day [I'll] have my own show,” underscores her ambitions and further solidifies her position as a rising force in the fashion space. This isn’t just about wearing clothes; it’s about embodying a lifestyle and projecting an aura of confidence and self-assuredness, a feeling we strive to cultivate within our own community.
Looking ahead, it will be fascinating to observe how this trend of prioritizing authenticity and relatability in celebrity partnerships continues to evolve. Will we see more brands moving away from traditional “it” girls and towards individuals who represent a more diverse range of perspectives and experiences? And how will the lines between personal brand and brand ambassador continue to blur? The success of Jordyn Woods's Tommy Hilfiger moment suggests that the future of fashion influence lies not in shouting the loudest, but in whispering the most compelling story—a story rooted in genuine connection, quiet confidence, and a deep understanding of the evolving desires of the modern consumer.
This is The Close-Up, where the biggest names in entertainment explain the story behind their latest personal style statement.
Between rarely missing a Knicks game during the 2026 NBA Finals and getting married last month to basketball star Karl-Anthony Towns, Jordyn Woods says, “I’m coming off of a really crazy time.” Meaning: She is taking New York Fashion Week as it comes. “Living in New York, it’s kind of just [like] getting dressed up to go in your backyard,” Woods, who moved to NYC from L.A. two years ago, tells Marie Claire. “If I was flying all the way here, I would've already had all my outfits together, but I don't know what I'm wearing this week at all.”
On September 10, Woods found out when she started Fashion Week like a true New Yorker: attending Tommy Hilfiger’s Spring 2027 runway show. Being the city's royalty right now (a title she earned after her “lucky” bag helped make Knicks history), she could have kicked off the season with any NYFW designer. But since Woods wanted her first Spring 2027 ‘fit to be “an ode to New York,” she chose an “effortless” look from Tommy Hilfiger, a label that sews the city’s Americana-cool aura into every preppy piece. “Tommy has been consistent with their brand since I was born, and so, just finding consistency and also being classic, that's what I'm looking for in my personal style,” she says.
So, when Woods arrived at the pre-NYFW fitting, she let Tommy Hilfiger take the reins. “I walked in…it was the only look on the [wardrobe rack]. I tried it on, it fit perfectly, and I went with it,” she says. “I didn't want to overthink it too much.” Her front row outfit was full of Tommy Hilfiger hallmarks—‘90s-style slim jeans and a vintage-looking raglan tee—but for her personal aesthetic, the espresso leather jacket was the most on-brand addition.
“I think it's about finding your identity within the brand that you're going [to NYFW] with,” she says, reflecting on her styling process for fashion shows. “Obviously, you want to support them and be on-trend with what they dress you in, but also it's about finding little pieces of yourself within the options that they have.”
Since her accessories—pointy burgundy pumps, bug-eye sunglasses, gold hoop earrings, and the Leopard-Print Calf-Hair Micro Bag—were on loan from the label, “it's really up to me to have fun with the glam part,” she says. “As long as I’m feeling good about my makeup and hair, then to me, whatever I have on will really radiate and shine.” Woods worried that “too much hair could be overpowering.” So, when it came down to sitting down in the chair, she slicked it back into a half-up look.
While this wasn’t her first time working with the brand—she and her sister, Jodie Woods, attended a NYFW brunch with Tommy Hilfiger in 2023—it was a full-circle moment for the ‘90s baby. “[The brand’s overalls] are something I would always find myself in,” Woods says.
She says she is drawn to the label’s signature style vocabulary—prep, sportswear, Americana colors—and how they all live together. “I have an alter ego, so there's a side of me that also loves to dress preppy on occasion, [especially] going to the US Open,” she says. “Even when I go golfing, I love just the collared shirts, the skirts, the kind of understated clothes—so I can relate to all of [Tommy Hilfiger’s different identities].”
She didn’t just RSVP to the Spring 2027 showcase as a Tommy Hilfiger loyalist, but as a fellow designer, too. (The model owns Woods by Jordyn, a three-year-old fashion brand.) “Any time anyone throws together a show, I know how much time and effort and work goes into it,” she says, adding that seeing their “vision come to life [helps me feel] inspired to maybe one day have my own show.”
On day one of NYFW, Woods leaned into the Tommy Hilfiger look, but that doesn't mean she won’t dip into her own closet for future outfits. “I have a fall collection coming out [next month], so I definitely want to start wearing it and showcasing it,” she says.
As to whether we’ll see another lucky bag viral moment from her during NYFW? Instead of feeling pressured to give the good luck charm a sister, Woods tries “to focus on the present because I feel like the best things in life aren't forced,” she says. “As an entrepreneur, I would love to be able to create a moment like that again, but it’s not something you can force. It has to just happen.”
Photographer Lex Merico | Makeup Artist Olivia Tetro | Hair Stylist Tahirah June of Nirvana x NYC
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