The Intersection of Fashion and Formula 1: Tommy Hilfiger and Cadillac Join Forces
Formula 1® racing is on the verge of experiencing a surge in popularity, fueled by the upcoming film F1® The Movie, featuring stars Brad Pitt and Damson Idris, alongside the Cadillac Formula 1® team making its debut in 2026. Notably, one fashion brand is taking center stage in both worlds: Tommy Hilfiger. The renowned label announced its sponsorship of the Apple Original Films racing movie, produced by Jerry Bruckheimer, back in March. Additionally, the American preppy fashion icon, established in 1985, proudly announces its role as the official apparel partner for Cadillac’s new motorsports team. Founder Tommy Hilfiger’s formative years were spent near a former F1 racetrack, deepening his passion for the sport. Throughout his career, Hilfiger has cultivated several significant partnerships within the racing world, including collaborations with Team Lotus in 1991, Ferrari, and Mercedes-AMG F1™, as well as modern associations with celebrated driver Sir Lewis Hamilton.
Tommy Hilfiger’s Role in the New Racing Era
This partnership is particularly noteworthy as it marks Cadillac’s first official partnership announcement in the realm of Formula 1. The collaboration will feature an official team kit designed for drivers, pit crews, and management, as well as sport-inspired fanwear collections. Set to be released during the March 2026 Formula 1 season, fanwear will be accessible in Tommy Hilfiger stores worldwide and through selected partner channels.
Tommy Hilfiger’s iconic logo will adorn essential technical gear, including drivers’ suits, helmets, and race cars for the new Cadillac Formula 1 team, established by TWG Motorsports and General Motors.
The Launch of the APXGP Collection
As the announcement unfolds, Tommy Hilfiger also reveals the global launch of its F1 The Movie APXGP Collection across its retail network, with select wholesale partners and on Tommy.com ahead of the film’s release in late June. The campaign showcases movie star Damson Idris, who serves as a brand ambassador for Tommy Hilfiger.
Boosting Racing Popularity
Tommy Hilfiger has observed that the 2019 Netflix docuseries Formula 1®: Drive to Survive and the new F1®: Academy, which highlights female racing talent, have played pivotal roles in expanding the sport’s audience. Hilfiger noted, “Drive to Survive raised the profile to unprecedented levels, while F1: Academy takes it even further; however, F1 The Movie represents a trajectory into the stratosphere.” He added, “I do not believe there is another sport holding such relevance.”
This sentiment is echoed by racing veteran and stakeholder Graham Lowdon, who asserted that these documentaries provide viewers with a behind-the-scenes look that has captivated new fans—a significant asset for the sport.
The FAMES Approach: Fashion, Art, Music, Entertainment, and Sports
Tommy Hilfiger’s brand embodies the FAMES approach, aiming to capture contemporary culture through fashion, art, music, entertainment, and sports. With Formula 1 at the forefront of lifestyle and luxury culture, Hilfiger emphasizes that it transcends the definition of a sport, becoming a global phenomenon. He remarked, “Fashion and motorsports have long been intertwined with luxury, and this elite sport is garnering an ever-expanding international following.”
Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, highlighted that technological advancements are enhancing their ability to connect with consumers. “AI and similar tools offer us insights into consumer preferences and engagement. As we deepen our commitment to Formula 1, we discover exciting avenues to leverage technology for immersive storytelling and digital experiences, which intimately connect fans with the action both on the track and online,” she asserted.
The Vision for Tommy Hilfiger and Cadillac
Stefan Larsson, CEO of PVH Corp., reaffirmed the brand’s commitment to exciting consumer engagement, highlighting how the strategic collaboration with Formula 1 complements the ongoing growth strategy under the PVH+ Plan. He stated, “This partnership exemplifies our mission to position Tommy Hilfiger as one of the world’s most desirable lifestyle brands, especially as Formula 1 expands its influence in the U.S. and internationally.”
Tommy Hilfiger likened today’s drivers to rock stars, emphasizing their trendsetting lifestyle and appeal. “These athletes are young, exciting, and live a remarkable life,” he related.
Cadillac: An American Icon in Motorsports
Both Tommy Hilfiger and Cadillac boast substantial global brand recognition, with Cadillac being synonymous with the American luxury automotive segment and a rich motorsport heritage.
“Cadillac’s racing history dates back to 1950 when it began competing at the World Championship level, particularly at Le Mans,” explained Cadillac Formula 1 Team Principal Graeme Lowdon.
The partnership between these two iconic American brands brings immense potential. “Unifying these brands, both steeped in vibrant visual culture, allows us to create engaging designs surrounded by racing themes rich in graphical representation,” Hilfiger mentioned, expressing enthusiasm for the design direction of the Cadillac team’s apparel.
The Connection Between Fashion and Racing
The relationship between fashion and racing surfaced publicly during the Spring of 2018 when Lewis Hamilton was appointed as Tommy Hilfiger’s global brand ambassador. The partnership produced five Tommy X Lewis collections over six memorable years, coinciding with the spotlight of the TommyNow “Drive” show at Milan Fashion Week, where a race car graced the runway. Hamilton’s collaboration also featured the Tommy x Gigi collection, which boasted sporty racing motifs.
Hamilton not only secured three of his seven World Drivers Championships during this period, but he also became a style icon, influencing fellow racers to elevate their fashion game. “Hamilton’s expression through fashion played a crucial role in shifting perceptions beyond racing’s results,” said Hilfiger, who views Hamilton’s unique sartorial choices as a rejuvenation of motorsport fashion.
Innovative Fashion Design Meets Advanced Technology
According to Hilfiger, the authenticity of racing uniforms extends to their design inspiration drawn from the extensive support staff in the pits and factories. In modern times, the fashion industry adopts groundbreaking technology, paralleling advancements in car design. “The infusion of technology into our fashion is vital. Integrating elements like breathability and water resistance into our apparel is critical and resembles racing uniforms,” he remarked.
Lowdon concurred, stating, “Formula 1 is the haute couture of motorsport, its cars are painstakingly handmade. The creativity in this domain is unparalleled. Our partnership will unveil many thrilling opportunities merging our design philosophies.” Hilfiger asserted, “We are on the brink of establishing new standards, melding fashion and Formula 1 into an unprecedented chapter.” He expressed pride in pioneering this evolution within American motorsport.
Creating Cultural Moments Beyond the Track
Goldman echoed Hilfiger’s sentiments, emphasizing the importance of infusing cultural moments beyond just race day. “Our APXGP Collection embodies the vibrant energy of motorsport, establishing a vital connection across fashion, motorsport, and cinematic storytelling. Our ongoing collaborations will pave the way for engaging with new demographics and participating in cultural dialogue,” she added. Furthermore, Tommy Hilfiger has committed to sponsoring F1 ACADEMY™, a groundbreaking initiative aimed at nurturing young female racing talent.
Hilfiger’s Early Inspirations and the Future of Fashion in Racing
From the onset, Tommy Hilfiger drew inspiration from both musicians and racing culture. He fondly recalls a race that sparked his interest, where he engaged with drivers and pit crew members, honing in on their gear’s detail, which shaped early collections. His passion for cars developed during his formative years spent working at a gas station, where he would often manipulate cars at local racetracks. “My first offerings took cues from those black uniforms adorned with luxurious gold lettering, straying from the traditional designs dominating the industry,” Hilfiger reminisced.
Building a Team with Passion and Purpose
As both Hilfiger and Lowdon prepare to embark on this new chapter within the rigorous and competitive world of Formula 1, they do so with excitement and commitment. Lowdon remarked, “The relentless nature of this industry is precisely what fuels our enthusiasm. We aim to build a team around Cadillac’s inaugural entry that all stakeholders can take pride in. Though our drivers are the stars, they represent a collaborative effort involving thousands.” He expressed the aspiration to create a strong rapport with their fanbase.
Hilfiger shares this vision, highlighting his pride in supporting an American endeavor within the sporting arena. “We envision our brand evolving dynamically, always exploring what is both disruptive and inclusive while staying true to our identity. Formula 1 stands at the very heart of that exploration, and we aim to stay ahead of emerging trends,” he concluded.