tommy Hilfiger‘s Expanding F1 Presence Signals a New Era of Fashion in Motorsport
NEW YORK – Tommy Hilfiger has deepened its involvement in Formula 1, becoming an Official Partner of F1 Academy and extending collaborations with driver Alba Larsen for the 2025 season. this move underscores a growing trend of high fashion integrating with the world of motorsport, transforming the sport into a prominent lifestyle platform.
The partnership builds on Tommy Hilfiger’s existing relationship with Mercedes-AMG Petronas F1 Team and its driver, Lewis Hamilton, and represents a broader shift where Formula 1 is increasingly viewed as a cultural touchpoint. Beyond trackside branding, the brand’s influence has extended into entertainment – notably sponsoring the APXGP team in F1: The Movie - and high-profile events like the Met Gala, where Hamilton has become a recurring figure. This convergence of fashion and racing isn’t merely about aesthetics; it’s a strategic play for brands seeking to reach new audiences and elevate their image through association with F1’s global appeal.
Hamilton’s influence extends beyond his role as a driver. He co-chaired the 2025 Met Gala and honored the “Superfine: Tailoring Black Style” theme with a look by British designer Grace Wales Bonner. His seven appearances at the Met Gala since 2015 demonstrate his growing status as a fashion icon.
The brand’s visibility was further amplified when actor Damson Idris arrived at the 2025 Met Gala in a full F1 race suit and helmet, before revealing a tailored Tommy Hilfiger ensemble. This moment highlighted the blurring lines between sport and lifestyle, a trend exemplified by Mercedes’ involvement in events like New York Fashion Week, both through Tommy Hilfiger and as a former title sponsor.
