The halls of Tommy Hilfiger’s headquarters in Amsterdam were abuzz with excitement one mid-afternoon on a Wednesday. Employees gathered in the Bel Bar, hoping to catch a glimpse of F1 stars Lewis Hamilton and George Russell. The Mercedes drivers, known for their fashion sense, were at the headquarters for a panel discussion ahead of the Dutch GP weekend.
Hamilton and Russell, who often wear Tommy Hilfiger designs, have been instrumental in bridging the gap between fashion and motorsports. The two drivers have brought a new level of style and self-expression to the F1 world, in a sport where team kits used to be the norm.
Tommy Hilfiger, the founder of the iconic fashion brand, has long been associated with motorsports. His love for racing dates back to his teenage years when he used to sneak into races at Watkins Glen. Inspired by the John Player Special liveries of Team Lotus, Hilfiger’s passion for fashion was also fueled by the music scene of the 1970s.
Hilfiger’s foray into motorsports fashion began in 1991 when his brand sponsored Team Lotus. The partnership with Lotus ended in 1994, but Hilfiger’s connection to the sport continued. In 1998, Tommy Hilfiger became the clothing sponsor for Ferrari’s F1 team, designing driver uniforms and team kits inspired by the car’s elements.
Over the years, Hilfiger’s brand has continued to evolve and expand its presence in the world of motorsports. In 2018, Lewis Hamilton was named a global ambassador for Tommy Hilfiger, leading to a collaboration on multiple collections and the brand becoming the clothing sponsor for the Mercedes F1 team.
The partnership between Hamilton, Hilfiger, and Mercedes has paved the way for more fashion in motorsport, challenging the traditional team kit norms. Both Hamilton and Russell have embraced the opportunity to express themselves through fashion, with Russell noting the impact that dressing well can have on self-esteem.
In addition to their involvement in F1, Tommy Hilfiger has also partnered with F1 Academy, designing one of the liveries on the all-women racing series grid. The brand’s commitment to diversity and inclusion aligns with the values of F1 Academy, providing a platform for women to progress in the motorsports world.
Looking ahead, Hilfiger believes that the intersection of F1 and fashion is just beginning to unfold. With other fashion brands entering the F1 market, the future holds the promise of F1 becoming a fashion runway of its own. Tommy Hilfiger envisions a profound impact on the industries, with the Formula One aesthetic remaining a timeless classic.
As the worlds of fashion and motorsports continue to intertwine, Tommy Hilfiger remains at the forefront, blending functionality and style in a way that is both innovative and inspiring. The brand’s legacy in motorsports and its commitment to diversity make it a driving force in the ever-evolving landscape of F1 fashion.
