The other day, we went from Gigi Hadid opening the show to Slayyyter taking over The Plaza, covering everything that happened on the runway at Tommy Hilfiger’s Spring 2027 show. But what about the people watching it all unfold? Who was in the room, and what did that very New York moment feel like from their side? We asked Franco Masini, who experienced it all from the front row.
After starring in the Tommy Jeans Spring 2026 campaign earlier this year, the Argentinian actor reunited with the brand in New York for a night he describes as “pure adrenaline.” We caught up with him in the middle of Fashion Week to talk about The Plaza, his relationship with Tommy, the cities he keeps returning to, and what comes next on screen and stage. And pay attention next time you’re in Central Park: you might have already run past him without even noticing.
Franco, thank you so much for taking the time to talk with us in the middle of New York Fashion Week. First of all, how are you? How has New York been treating you so far?
I’m doing really well! Luckily, New York is an incredible city. I’ve had the opportunity to visit several times, and I absolutely love it. I really enjoy walking around the city, exploring its food scene, going to the theater, and running in Central Park.
You’ve just been at the Tommy Hilfiger show at The Plaza. What was going through your mind as you walked out?
Going to The Plaza is always exciting, as it has such beautiful architecture and is a New York institution. When we walked in, it felt a bit like coming in for high tea. There was classical music, and it was quite old-school. Then, when the show started, the energy shifted, the music became more contemporary, and the models stepped out in this new vision of modern prep. It was pure adrenaline: the fashion, the buzz, the atmosphere. And, of course, there was the surprise performance by Slayyyter. She’s an icon!
What did you like most about the new collection? Was there a particular look or piece you immediately wanted for yourself?
As we were in the epicenter of Manhattan, I loved how Tommy explored the contrast between uptown and downtown. There were these ’80s-inspired Tommy flags on beautiful, contemporary new fabrics that worked across both worlds. There’s something really cool about mixing polished pieces with relaxed street style. That high-low approach feels very New York, and very Tommy!
And let’s talk about what you wore. How did you choose your look for the show, and what did you like about it?
The look was quintessentially Tommy, but also very me. The washed jeans and chunky logo sweater have all those classic prep references, but together they feel very relaxed and cool. It’s the kind of outfit that works wherever you are, from the Upper East Side to Tribeca or Brooklyn.
“It was pure adrenaline: the fashion, the buzz, the atmosphere.”
This isn’t your first chapter with Tommy. Earlier this year, you appeared in the Spring 2026 Tommy Jeans campaign, shot around Shoreditch and inspired by London’s creative energy. A few months later, what do you remember most about that experience?
Shooting on the streets of London gave everything a different energy: people walking by, the sounds, the mix of creativity and chaos. The atmosphere felt relaxed because it was real, and the photographer did a great job capturing our journey in a natural way. It felt less like a typical campaign and more like a meeting of different cultures and creative scenes.
The campaign brought together people from very different worlds, from Jang Won Young and Cat Burns to Alba Larsen, James Lee and Gaius Okami. What was the atmosphere like on set? Any story from the shoot that never made it into the final campaign?
Sometimes, when you bring people together from different worlds, you don’t know what the experience will be like, but everyone was really open. We spent a lot of time talking between setups about music, traveling, and where we’re based. Those moments made it feel less like work and more like hanging out with friends. They were intense days, and sharing so many hours both on and off set gave me the chance to get to know each member of the cast more deeply. I think we created a wonderful team on a human level, and that comes through on camera.
Tommy Jeans was born in New York thirty years ago with a strong connection to music and youth culture, and that spirit has kept evolving with every new generation. What does it mean to you to become part of that story?
I felt honored. Tommy Jeans is one of those brands you grow up seeing everywhere. It has that iconic ’90s energy while feeling super current, so being invited felt special. What I liked most about this campaign is that it reflects something very natural and the essence of each of us. The idea was to embrace that while respecting my identity.
“That high-low approach feels very New York, and very Tommy!”
You shot the Spring campaign in London and now you’re here with Tommy in New York. Two very different cities, with very different energies. Which one do you feel more connected to? And what do you love most about each of them?
They’re so different, and each brings its own unique energy to the table. London has this understated, effortless cool I connect with. New York is the opposite: louder, faster, more spontaneous, always moving. I love the energy here, and, of course, being at The Plaza for Tommy’s show is the ultimate New York moment.
Tommy’s Fall 2026 campaign, Only in New York, takes us inside The Plaza and explores a very particular side of the city. Is there a restaurant, a park or a shop in the city you always find yourself going back to?
There are so many cool, hidden places to discover in New York, but it was a real honor to step inside Tommy’s world in a place as iconic as The Plaza. It has been a melting pot of incredible personalities over the years, with so many different people and worlds coming together under one roof. It was my first time there, and I enjoyed it a lot! I also like returning to Silence Please for coffee, The Corner for food, and walking along Grand Street in SoHo.
Tommy has described returning to The Plaza as feeling like coming home. You spend a lot of time travelling and working in different places, so what feels like home to you these days? And what keeps you connected to it when you’re away?
I feel at home when I can be myself and keep some of my own routine while I’m traveling. Waking up, going for a run, having a coffee, reading something I enjoy: being able to do the little things that bring me a sense of calm and peace, even when I’m in a different city. Sport really helps me maintain that sense of routine and makes me feel at home wherever I am in the world.
“I feel at home when I can be myself and keep some of my own routine while I’m traveling.”
Back in May, you left us curious with a post announcing the end of a shoot and teasing that a new film was coming soon. What can you tell us about it?
There’s a very interesting film coming up that we shot in Uruguay at the beginning of the year. It’s a romantic comedy in which I play a polo player, so I had to train quite a lot to be able to act on horseback and actually play polo matches. The film is called Te Amo, Te Odio, directed by Martín Sastre for Prime Video, and I’m really excited about it. Hopefully, it will be released in the next few months.
A few months ago, you also told us you were ready to step into producing and had bought the rights to a theatre play you hoped to bring to life in 2026. How is that going?
Yes, that play is still in the works for next year. It’s a project that takes time, but I already have the script in my hands and I’m really looking forward to making it happen. In the meantime, another play came up, called Dribbling, which I’m currently doing in Buenos Aires. It’s going to be a short, two-and-a-half-month run. We premiered two weeks ago, and I’m very happy with it. It’s a drama in which I play a footballer who faces a very serious accusation, and his life becomes a nightmare.
And finally, what are you asking from these last few months of the year?
For the rest of the year, I just want to keep enjoying what I love most, which is acting, while continuing to create moments and memories with the people I love. And, hopefully, to have new experiences that allow me to keep learning and growing.
