Tommy Hilfiger hosted exclusive screenings of the film "F1: Driven" in Shanghai and Hangzhou, showcasing its new APXGP limited-edition collection inspired by the fictional racing team featured in the movie. The event highlighted the brand's commitment to the world of Formula 1 and its ongoing partnership with Cadillac Racing, leveraging the film's motorsports aesthetic to showcase its latest fashion trends.
Tommy Hilfiger, a pioneer in bridging fashion and Formula 1, recently solidified its position as the official apparel partner for the Cadillac F1 team. The brand's commitment extends beyond mere sponsorship; it's a deep dive into the world of high-octane racing and the captivating style it embodies. To celebrate the release of "F1: Driven" in Chinese cinemas, Tommy Hilfiger hosted exclusive film screenings in Shanghai and Hangzhou on June 27, 2025.
The event, held at the Shanghai Garlick Center and Hangzhou City North Wanda Plaza, provided a unique platform for the brand to showcase its latest collection. Guests, comprising key brand partners, VIP consumers, media personalities, and bloggers, were impeccably dressed in the brand's 2025 summer collection and the newly launched APXGP line. This exclusive gathering underscored the brand's deep understanding of its target demographic and its ability to connect with them on a deeper level.
The screenings weren't simply about movie-watching; they were a fashion-forward celebration of the motorsports aesthetic. The APXGP limited-edition collection, inspired by the fictional APXGP racing team depicted in the film, took center stage. Guests were treated to a glimpse into the Motorcore style – a new take on racing fashion that transcended the racetrack and infused everyday style with a touch of high-performance energy.
The event's success lies in its ability to merge the worlds of cinema, motorsport, and fashion. Tommy Hilfiger effectively leveraged the film's visual appeal to showcase its new collection, creating a memorable experience for attendees and reinforcing its position as a leading brand in the fashion industry. The brand's commitment to fostering exclusive collaborations and impactful events ensures its continued relevance and engagement with its target audience. This particular initiative demonstrated the success of marrying fashion with popular culture, creating a synergy that resonates deeply with the brand's core values.
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