Milan Fashion Week : Tommy Hilfiger drives fresh interest with motor racing

February 27, 2018

Formula One aesthetic brings vibrancy as American fashion brand’s world tour lands in Italy

 

 

Cue Sunday evening’s show, a motor racing-themed extravaganza featuring pit-lane shops selling the collection to the public – who are also invited to Hilfiger’s runway-to-retail shows – surrounded by a catwalk that took the shape of a race track.

 

Tommy Hilfiger has reignited its links with the sport by sponsoring the Formula One Mercedes Benz team for the 2018 season, which means returning world champion Lewis Hamilton, who was sat in the front row, wearing high fashion at high speeds when he takes to the track come March. The aesthetic dominated the womenswear and menswear on show here.

 

Curved racing stripes, reminiscent of the new F1 logo, were a theme throughout, while swimsuits, biker shorts, racer-back tanks and visors were covered with the chequered flag.

Denim boilersuits referenced engineer overalls and leather biker jackets were decorated with branded patches, while their trouser counterparts featured authentic perforated panels.

 

The collection also included the hugely popular Tommy x Gigi capsule collection designed by supermodel Gigi Hadid, who took a victory lap with Hilfiger at the end of the show.

 

This is Hadid’s last edit for the brand, having fulfilled her four-season contract. “We have to move on as a brand,” said Hilfiger, adding that a new collaborator will be announced shortly.

 

 

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