Tommy Hilfiger hosted exclusive screenings of the film F1: Drive to Glory in Shanghai and Hangzhou, celebrating the film's release and showcasing its connection to the brand's ongoing partnership with the Formula 1 racing world. The event highlighted the brand's new APXGP limited collection inspired by the film's fictional racing team, and showcased the "Motorcore" racing style.
Tommy Hilfiger, a brand synonymous with style and a growing presence in the world of Formula 1, recently solidified its position as an official apparel partner for the Cadillac F1 team. This commitment to the sport extends beyond mere sponsorship; it's a deep integration of the brand's aesthetic into the heart of the racing world. The recent F1: Drive to Glory film screening, held in Shanghai and Hangzhou on June 27, 2025, provided a captivating showcase of this integration.
The exclusive screenings, held at Shanghai's Galleria and Hangzhou's Wansheng City shopping malls, served as a celebration of the film's Chinese release, and a platform for Tommy Hilfiger to unveil a new collection inspired by the cinematic experience. Guests, including key brand partners, VIP customers, media representatives, and bloggers, were invited to the event, dressed in the brand's summer 2025 collection and the new APXGP series.
The event focused on the APXGP limited collection, a direct nod to the fictional racing team featured in the film. This collection represents a fusion of Tommy Hilfiger's signature style with the dynamic aesthetic of Formula 1 racing. The evening also highlighted the "Motorcore" racing style, a new fashion trend seen through the lens of the film's protagonists. This Motorcore style, evident in the characters' off-track fashion choices, was a key visual element that the brand showcased through its clothing.
The event underscored Tommy Hilfiger's commitment to creating a compelling narrative that transcends the boundaries of clothing and sports. By aligning itself with the fast-paced, high-octane world of Formula 1, and leveraging the cinematic medium of F1: Drive to Glory, the brand is effectively connecting with a younger, trend-conscious audience. The film screenings were more than just movie nights; they were a stylish immersion into the world of high-performance racing, demonstrating Tommy Hilfiger's understanding of its target demographic and its position as a leading fashion force in the sports arena. The event's success likely points towards the brand's future strategies in leveraging entertainment and sports partnerships to strengthen its global presence.
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