Women's Lifestyle May 15, 2026 0 Comments

How Tommy Hilfiger’s Need for Speed Turbocharged a Global Fashion Empire You Thought You Knew

Ever wondered how a roaring race track morphed into a runway spectacle? It’s wild! Formula 1, once the playground of speed demons and gearheads, has zoomed straight into the heart of high fashion and glittering celebrity scenes. And if there’s a brand that gets this turbocharged crossover, it’s Tommy Hilfiger. From sponsoring iconic teams back in the ’90s to now dressing race legends and fashion icons alike, Tommy’s been shifting gears for decades—blurring the lines between motorsport adrenaline and street-style swagger. Buckle up, because this isn’t just about fast cars anymore; it’s a cultural race where fashion leads the pack. LEARN MORE

4 min read

What began as a niche sport for car enthusiasts and racing aficionados has, in the past several years, become a global phenomenon. It’s no longer about only the drivers and the vehicles—the thrill has carried into high fashion and the glitzy celebrity sphere. And who knows those two industries better than Tommy Hilfiger?

The American fashion house’s involvement with racing goes back decades. What started as early team sponsorships in the 1990s—with the brand becoming the official clothing sponsor for Team Lotus (1991–1994) and then the first non-automotive brand to sponsor Scuderia Ferrari (1998–2001)—has evolved into major lifestyle partnerships today.

Courtesy of Tommy Hilfiger

“My connection to Formula 1 started when I was a kid watching races through the fences at Watkins Glen, captivated by the thrill of the energy, speed and the inescapable cool of the uniforms,” designer Tommy Hilfiger tells Harper’s Bazaar. “That passion led to our first partnership with Team Lotus in the early ’90s, and from there, we’ve continued to evolve. Each step has been about pushing things forward.”

In 2018, the brand named seven-time World Champion—and fashion force—Lewis Hamilton as a global brand ambassador. From 2018 to 2024, Tommy served as the official apparel partner for Mercedes. Since then, it has worked with all-female racing series F1 Academy to diversify motorsport (the brand outfits the staff and sponsors individual drivers).

Courtesy of Tommy Hilfiger

Where Hollywood meets motorsport meets fashion, there is Tommy, and the brand notably dressed the fictional team APXGP in Apple’s F1 movie starring Brad Pitt and Damson Idris (the latter who is a real-world Tommy ambassador).

“We’re always looking for new ways to bring worlds together and push style into new spaces—what I like to call ‘fashion-tainment,’” Hilfiger says. “Seeing our logo on the APXGP car and team kit was a powerful moment, building on our legacy in Formula 1, placing our brand directly within the action. What excites me most is when style moves beyond the sidelines and into the narrative itself. That’s when fashion connects—when it’s driving the story.”

Courtesy of Tommy Hilfiger

This year, the brand’s involvement in the F1 sphere reached an all-time high, as it was at the forefront of one of F1’s most exciting debuts: Cadillac’s highly anticipated grid entry.

The car brand joined the race for its first season, and for its team kits, pit uniforms, and merch, it naturally tapped Tommy. Lead driver Sergio “Checo” Pérez is even Tommy’s latest global menswear ambassador.

“Checo is a superstar—in Mexico and around the world. What I love about him is his confidence and how natural his style feels,” Hilfiger says. “Drivers have become cultural figures, and fashion is a big part of how they express who they are beyond the track. Fans want to connect with that—how they show up, what they wear, how they carry themselves.”

Courtesy of Tommy Hilfiger

Cadillac made its debut on the racetrack at the Australian Grand Prix in March, and this May, it traveled to race in Miami. In the Tommy paddock suite at the Hard Rock Stadium, the designer himself watched the cars speed by alongside his family, colleagues, and friends of the brand, including Suni Lee and Katseye’s Manon.

“The paddock has become a space where style feels real and personal, and it’s only getting more interesting,” Hilfiger tells Bazaar. “Fashion and motorsport are no longer separate worlds—they move together, shaping culture in real time.”

Courtesy of Tommy Hilfiger

For his brand’s Cadillac merch, Hilfiger stayed loyal to Tommy’s heritage, bringing back its preppy rugby polos and iconic red, white, and blue color scheme. But at the same time, the designer injected something cool, young, and fresh into the pieces, tapping into motorcore street style: a sleek black bomber, a cropped quarter-zip sweatshirt, and a slinky tube top.

Courtesy of Tommy Hilfiger

“We have a unique opportunity to define the expression of the team’s identity,” Hilfiger says of Tommy’s apparel design for Cadillac. “What sets it apart is our ambition. As we see more women become part of the sport’s fanbase, we’re broadening our offer to reflect a more diverse community—creating pieces that feel modern, versatile and personal, designed to move from track to street.”

Hilfiger notes that acultural shift has played out over time melding fashion and entertainment with racing culture. As F1 has expanded globally and reached new audiences, fashion has naturally become a big part of the conversation—and wildly stylish drivers like Hamilton, Pierre Gasly, Lando Norris, Charles Leclerc, and Zhou Guanyu have helped make that happen.

Courtesy of Tommy Hilfiger

“Today, Formula 1 is as much about culture as it is about sport. Fans want to show team pride, but they also want pieces that fit their lifestyle—something they can wear beyond the track. That’s where things have evolved. It’s all one world now,” Hilfiger says. “Whether you’re at the race, or the streets of cities around the world, the Tommycustomer is confident, expressive and connected to culture. The setting changes—the attitude doesn’t.”