by Alain Chivilò
For the Formula 1 Grand Prix scheduled in Miami from 5 to 7 May 2023, a threefold collaboration was announced connecting the Tommy Hilfiger Fashion House, the Awake NY Fashion House and the Mercedes – AMG Petronas Formula One Team.
A collection that blends the street-style sensibility of Awake NY founder Angelo Baque with TOMMY HILFIGER’s signature prep aesthetic to create a range of motorsport-inspired lifestyle icons.
Strong enthusiasm also in the statements:
Tommy Hilfiger: “I have been an F1 fan since I was a kid, and we’ve been breaking conventions in our partnerships with the sport since the ‘90s. With this collaboration, we wanted to continue to innovate with both design and an inclusive spirit to create a bold new perspective for the next generation of race-goers”.
Angelo Baque, creative director Awake NY: “My visit to the Tommy archive sparked the nostalgia of my youth and inspired much of my approach to this collection. My desire was to authentically interpret streetwear and Americana. Never in a million years did I think this Ecuadorian kid from Queens, NY, would be designing pieces proudly worn by Lewis Hamilton, George Russell and Mercedes-AMG F1. Seeing Tommy, Lewis and myself working together on this project is important for the younger versions of ourselves to understand representation matters”.
Toto Wolff, CEO and Mercedes Team Principal: “Change is an inevitable part of both sport and life. As a team, we understand the importance of embracing this on and off the track to continually innovate, inspire and tackle the challenges presented to us. We’re proud to celebrate these shared values through this collaboration; not only creating an iconic collection but by supporting and highlighting creators from underrepresented communities”.
Richard Sanders, Chief Commercial Officer del Mercedes-AMG PETRONAS F1 Team: “Since the beginning of our partnership in 2018, we have continually pushed the boundaries of what is possible by creating bold ranges, highlighting causes important to both organizations, and sharing incredible stories. This innovative campaign is the next step, reflecting the work of important initiatives such as the People’s Place program and Accelerate 25, whilst creating an eye-catching collection”.
The campaign follows the stories of the grit, determination and spirit that inspired seven-time champion F1 legend Lewis Hamilton, driver George Russell and Awake NY Angelo Baque, as well as Tommy Hilfiger on their individual journeys. Also present is Mercedes-AMG Petronas F1 reserve driver Mick Schumacher.
The shots are by photographer Adrienne Raquel (New York 9/2/1990) and the video content was created by Anthony Prince Leslie, Director – DP at Equator Productions. The Tommy x Mercedes-AMG F1 x Awake NY collection of seven gender-inclusive styles reinvents archival staples with inspirations from racing and NYC street aesthetics. The essence of Americana is brought to Formula 1 in a classic baseball jersey, while a T-Shirt dedicated to the Miami Grand Prix comes in diva pink, electric blue lemonade and black options. The Tommy, Awake NY and Mercedes-AMG PETRONAS F1 Team logos feature across long-sleeves, polos, baseball jerseys and rugby shirts. T-shirts and baseball jerseys display the drivers’ racing numbers, with Lewis Hamilton’s 44 and George Russell’s 63, while a special Awake NY tribute references ’85, the year Tommy Hilfiger was launched. Colorways include Tommy’s signature red, white and blue, while the Mercedes-AMG F1 pieces showcase the core team palette of black and white highlighted with volt green.
by Alain Chivilò