Lewis Hamilton, British Formula One racing driver and four-time Formula One World Champion, is gearing up to introduce a men’s capsule collection in collaboration with Tommy Hilfiger. They will introduce the first Tommy x Lewis collection for fall retailing.
The news comes a month after Hamilton was named a global brand ambassador for Tommy Hilfiger Men’s, starting this spring, as reported. Hilfiger is owned by PVH Corp.
Hamilton revealed the collection logo to fans at an exclusive event in Shanghai on Wednesday, putting his own stamp on the Tommy Hilfiger flag. The Tommy x Lewis flag was unveiled in an art installation that shared the inspirations behind the design, including street art influences and projections of Hamilton’s own body art. The logo is a take on Hilfiger’s signature flag trademark positioned behind Hamilton’s initials in navy, reflecting the brand’s colors and the font used in the British Formula One racer’s own tattoos.
The collection will be revealed to editors on May 7.
As reported, Hamilton was named the face of Hilfiger men’s, which includes the Collection and Tailored lines as well as underwear and swimwear. The appointment is aimed at driving the growth of Hilfiger men’s worldwide and bringing the next generation of fans to the brand.
In February, Hamilton sat front row at Hilfiger’s fashion show in Milan, but kept mum regarding his future with the brand. When asked if he was planning to do a capsule collection and follow in Gigi Hadid’s footsteps or launch his own fashion line, he replied, “I don’t think there’s any plans at the moment, I love [fashion], but at the moment, I am like an intern. I am trying to learn from Tommy, but who knows what we have up our sleeves for the future,” he said.
In revealing the news about the collaboration, Hilfiger said, “Lewis is bold in everything he does, from racing and extreme sports, to fashion. This collaborative collection is something totally fresh for us in men’s, and at the same time, it really celebrates the Tommy Hilfiger DNA. This result can only come from partners who share our values and drive. We were really proud to unveil the exclusive logo and the design inspiration with our fans in China last night, and look forward to sharing the collection with everyone around the world this fall.”
Hamilton added, “As my love of fashion has grown so has my desire to design a collection. It is an honor to partner with Tommy Hilfiger to make this dream come true. I cannot wait to show fans around the world how Tommy and I have channeled our creativity into this first Tommy x Lewis collaborative collection.”
At the Shanghai event, Hamilton revealed what drives and inspires him to the attendees who included Shawn Yue, Hong Kong actor and Greater China brand ambassador for Tommy Hilfiger men’s wear; actress Maggie Jiang, and influencers such as Nikki Min, Chery Gun, Li Hui, Ethan Liu, Yu Hai Hang and Wu Pei. Entertaining the crowd was British singer-songwriter Jessie J, who is currently number one in the Chinese reality singing show “Singer.” A Tommy Hilfiger Super Brand Day was hosted on JD.com by Asia Huang with the participation of influencers Aki and Aska, reaching more than 26 million consumers who enjoyed activations and offers for the day.
During last month’s interview with Hilfiger and Hamilton, the designer said, “Lewis is a global superstar and he’s not only one of the top athletes in the world, he’s also, in my eyes, a fashion icon. He is a student of fashion, he has a sense of style, and he puts himself together in a very cool way that’s very real. His look is iconic. He has millions of fans all over the world, watching his every move. He has young fans, young men who want to look like him, who want to dress like him. They actually want to emulate him.” Hamilton described his own style as “urban chic.”