American fashion brand Tommy Hilfiger is not still dizzy from its collaboration high with buzzy supermodel Gigi Hadid. The brand has unveiled British Formula One racer and four-time World Champion Lewis Hamilton as its new partner for a men’s capsule collection.
The capsule collection dubbed ‘Tommy x Lewis’ will be sold from Fall 2018 onwards.
The fashion announcement has come a month after Hamilton was roped in as Hilfiger’s Global Men’s brand ambassador, beginning this spring.
A glimpse of what the collection might look like was unveiled through an art installation at a promotional event in Shanghai, China. At the fashion event, Hamilton brought to light a fresh logo that was inspired equal parts from his personal love for tattoos and urban street art.
At the Shanghai event, Hamilton went beyond aesthetic inspirations to list out the influencers that inspire him from the region, citing actor Shawn Yue (Hilfiger’s China ambassador), Maggie Jiang as well as social media stars Nikki Min, Chery Gun, Li Hui, Ethan Liu, Yu Hai Hang and Wu Pei as his favourites.
The collection will be unveiled to the press on May 7, 2018; an actual retail date is yet to be announced.
Talking of the upcoming collaboration, Hilfiger himself 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.”
Markedly, China is a big market for Tommy Hilfiger (owned by PVH Corp.) which also recently partnered with JD.com to hold ‘Tommy Hilfiger Super Brand Day’, wherein the brand garnered over 26 million consumers who made merry of activations and offers for the 24-hour period.