Hilfiger evolution races ahead as motorsport hits the Milan runway


Tommy Hilfiger drew a line under one major collaboration on Sunday in Milan and signalled the future of another as his final Tommy x Gigi collection was unveiled with a motor racing theme.

If you thought the link-up the brand announced with the Formula One World Champions Mercedes-AMG Petronas Motorsport earlier this month was just a little sponsorship deal, think again. The power of Formula One and its almost 500m fans is now key to the brand.

So, to the runway show, pitching up in Milan this time after having also happened in NYC, LA and London during the four-year Hadid collaboration.

The ‘see now, buy now’ offer was shown on a runway designed like like a race track and there were even pitstops where the collection could be purchased – giving ‘fast fashion’ a whole new meaning.

The motor racing theme was never far from the surface, whether in the moto leather trousers or a bandeau top with the words ‘speed winner’ emblazoned across it. Cropped leather jackets, black and white racing checks, oversized bomber jackets and track tops peppered with badges also featured.

Was there anything for those not into motorsport? Of course. The theme may have been very visible, but there were plenty of appliqué jeans, stripe oversized shirts, crest-emblazoned tees, festival-style shorts, summer blousons, little dresses or mini skirts, drawstring pants, sporty mesh tops and knits, sheer skirts mixed with racer back tops and more.

The red, white and blue colour theme was pure Hilfiger but also pushed Americana in a big way and there was a touch of humour too with a revisiting of the brand’s ad campaign from 1985, a time when few people had heard of the label. A t-shirt came with the words “The 4 great American designers for men are: R____L_____, P____ E____, C_____ K____, T____ H_______”. It also had the Hilfiger logo (minus the name) with the words “this is the logo of the least known of the four”.



For more catwalk analysis and industry insight from our team, head to the Catwalks section on WGSN.

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