Tommy Hilfiger, which is owned by PVH Corp., announces that Lewis Hamilton, British Formula One racing driver and four-time Formula One World Champion, and global brand ambassador for Tommy Hilfiger men’s, is partnering with Mr. Tommy Hilfiger, the iconic American designer, to introduce the first TommyXLewis collaborative collection in Fall 2018. Lewis Hamilton, revealed the collection logo to fans at an exclusive event in Shanghai, last week, putting his own stamp on the iconic Tommy Hilfiger flag.
“Lewis is bold in everything he does, from racing and extreme sports, to fashion,” said Tommy Hilfiger. “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 Autumn.”
The TommyXLewis flag was revealed at the Shanghai event in an art installation that shared the inspirations behind the design, including street art influences and projections of Lewis Hamilton’ own body art. The logo celebrates Tommy Hilfiger’s iconic flag trademark positioned behind Lewis Hamilton’s initials in navy, reflecting the brand’s colours and the font used in the British Formula One racer’s own tattoos. The collection will feature apparel, footwear, accessories, underwear and socks.
“As my love of fashion has grown so has my desire to design a collection. It is an honour to partner with Tommy Hilfiger to make this dream come true,” said Lewis Hamilton. “I cannot wait to show fans around the world how Tommy and I have channelled our creativity into this first TommyXLewis collaborative collection.”
At the Shanghai event, Lewis Hamilton also revealed what drives and inspires him every day to attendees who included Shawn Yue, Hong Kong actor and Greater China brand ambassador for Tommy Hilfiger menswear, friend of the brand, actress Maggie Jiang, and influencers such as Nikki Min, Chery Gun, Li Hui, Ethan Liu, Yu Hai Hang and Wu Pei. The crowd enjoyed a unique performance by British singer-songwriter Jessie J who is currently number one in the Chinese reality singing show, Singer, as well as surprising and engaging consumer activation’s. A dedicated Tommy Hilfiger Super Brand Day hosted on JD.com by Asia Huang with the participation of influencers Aki and Aska on April 12th reached over 26 million consumers who enjoyed exciting activation’s and offers for the day.
The brand heritage of Tommy Hilfiger is closely linked with pop culture and sports icons. In the 90s, Tommy Hilfiger was one of the first designers to blend fashion and celebrity, and he became a pioneer in the industry by dressing young artists such as Aaliyah, Mark Ronson and Usher; and featuring musicians such as David Bowie and Beyoncé in his advertising campaigns. In recent years, Tommy Hilfiger has established inspiring partnerships with international supermodel Gigi Hadid, designing four TommyXGigi capsule collections with her, reflecting the brand’s commitment to broaden its reach and connect with the next generation of consumers.
Discover more about TommyXLewis, here.