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Tommy Hilfiger, Formula 1, and Texas come together in a collaboration that’s partly western while maintaining the DNA of Tommy and the streamlined, sporty spirit of the motorsport event. Tommy Hilfiger and Cadillac both have deep American roots and they’re taking that to Austin, Texas. The campaign reimagines Tommy’s classics with a southern twist: light-washed denim, silver foil coating, and naturally the classic cowboy hat.
“We started with icons of the Tommy wardrobe — the denim jacket and the white T-shirt — and looked at how we could rework them inspired by the character of Austin. It’s about taking familiar pieces and giving them a fresh point of view, while staying grounded in our Classic American Cool DNA,” said Lee Holman, Chief Design Officer, Tommy Hilfiger.
The collection is accompanied by a campaign starring Cadillac F1 driver Valtteri Bottas. Bottas is photographed at sunset, somewhere off the beaten path. He tips his hat to the camera with a chevron American flag design across his back. It’s a scene that feels uniquely American while maintaining the aesthetics of Tommy Hilfiger and Cadillac.
“Austin gives us a chance to have a little more fun with our American roots. Tommy Hilfiger has such an iconic take on American style, and this collection brings that together with our team identity in a way that feels natural. It’s fanwear made for race weekend, but designed to live well beyond the paddock,” said Cassidy Towriss, Chief Brand Advisor, Cadillac Formula 1® Team.
The collection comes as part of the larger city-inspired capsule series by Tommy Hilfiger and Cadillac Formula 1, featuring Miami and Mexico, with Las Vegas coming in November. The Austin capsule launches on October 13, available online and in select stores.
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