Hilfiger unveils collection designed with Lewis Hamilton

By

Sandra Halliday

Published
Aug 21, 2018

Tommy Hilfiger is making the most of its mega-millions deal with British racing driver Lewis Hamilton and has just unveiled the new autumn 2018 Tommy x Lewis collaborative collection.

Designed by the company's team in partnership with the four-time Formula One World Champion and global brand ambassador, it comes with a campaign on the brand’s website that also offers a behind-the-scenes look at the collection’s creation.

And the company is maximising the publicity opportunities for the line with a premiere at the Tommy Now experiential runway event in Shanghai on September 4.

So what does the collection actually comprise? It “embraces the brand’s sportswear roots, revisiting iconic classic American styles,” we're told.

Lewis Hamilton’s personal twist to every design “takes inspiration from his luxury street style wardrobe and his lucky number 44.” The collection’s unique logo features the brand’s flag positioned between Hamilton’s initials in Old English Gothic typeset and the colour ‘Sky Captain’, “inspired by the font used for his personal body art.”

The company also said that the offer “celebrates bold colours, sporty influences, heritage pieces and versatile shapes that speak to the confident and modern fan of the brand.”

So when’s it available? The September 4 event will see it instantly available via various shoppable channels in more than 70 countries, including the brand’s own shops and webstore, plus wholesale partners and social media.