Can Tommy Hilfiger create F1core?

Can we explore the concept of an F1core? A fashion movement influenced by F1 that might be adopted in everyday scenarios? Likely not just yet, since the majority of attention is understandably directed towards the happenings on the circuit, and therefore on an aesthetic tied to helmets and racing suits. But if that day ever comes, the day when we start dressing like the drivers, then Tommy Hilfiger is bound to be the frontrunner of this movement. The American brand has a long-standing relationship with F1, and this bond shows no signs of fading. The latest development is a partnership with Cadillac, the iconic American luxury car manufacturer that will make its debut in 2026. And on the car that will hit the track, the iconic red and white rectangular flag, the brand’s symbol, will also appear. Tommy Hilfiger will feature on the drivers' suits and will design the team’s apparel, following in the footsteps of what adidas is doing with Mercedes. A star-spangled partnership to further strengthen F1’s presence in the United States.

However, it was clear well before this new deal that Tommy Hilfiger hadn’t lost interest in Formula 1, even after ending its partnership with Mercedes in 2018. Put simply, the brand is at the forefront of the most important project of the 2025 season: F1, the movie directed by Joseph Kosinski and produced by Apple, set in the paddock and starring Brad Pitt, set to be released in July. A production through which Liberty Media aims to reinforce Formula 1’s place in the showbiz world following the success of Drive to Survive, definitively breaking out of the motorsport niche to become mainstream entertainment that sparks curiosity in a wider audience. In all this, the Tommy Hilfiger logo appears on the suits of the fictional team Expensify APX GP, around which the film's story unfolds. That same suit was worn by Damson Idris, the film’s co-star, on the red carpet at the latest edition of the Met Gala, along with a helmet designed by Tommy Hilfiger and embellished with 20,000 Swarovski crystals.

The promotion didn’t stop there, as a dedicated capsule collection was also created for the film's launch. It includes a vegan leather varsity jacket, mechanic-style shirts with motorsport-themed graphics, tailored Japanese denim, merino knit polos, and, most notably, a quilted red jacket designed to forge a direct link to the character played by Idris in the movie. Each item has been carefully crafted to emphasize the connection between Hilfiger and F1, and more broadly, between fashion and F1. In addition to the aforementioned partnership between adidas and Mercedes, there are other notable examples, such as Charles Leclerc’s collection for Ferrari or the collaboration between McLaren and New Era, not to mention the numerous partnerships that Lewis Hamilton has had throughout his career.

Formula 1 is currently enjoying a golden age and is likely at the peak of its global success. This is true not only in terms of audience, but also financially. This is because contracts are becoming increasingly lucrative, which is a direct result of more and more brands competing to be associated with F1. Moreover, from a visual and cultural standpoint, F1 has managed to regain the glamorous aura that defined the 1970s and which had gradually faded over time. The all-time champions were still there in the '80s and '90s, but that success rarely translated into a direct relationship with fashion. This relationship now exists and is thriving, thanks to a generation of drivers who are unafraid to express their personal style off the track. It’s only natural, then, for brands like Tommy Hilfiger to bet on them. One possible result could be the birth of a new trend, perhaps starting on social media and developing organically. In that case, yes: we could definitely start talking about F1 as a core fashion trend.