The swagger of Formula 1 has left the grid and stormed the catwalk. Last night at Pitti Uomo, Tommy Hilfiger didn’t just launch a collection; he declared a new era. The APXGP Collection isn’t just a capsule – it’s a fashion powerplay that marks the dawn of a new breed of celebrity: the Formula 1 driver as fashion icon.
These boys behind the wheel aren’t just athletes – they are the poster boys of digital wealth, style, and swagger. And Hilfiger knows it. The brand’s new role as the official sponsor of the Cadillac F1 Team is a savvy pivot into the fast, furious, and fabulously dressed world of motorsport, where suits are white, shorts are oversized, and bomber jackets scream red-hot rebellion.
The new sartorial menswear collection for SS26 that will be available from February next year. “TOMMY HILFIGER New York” is a new premium collection of elevated menswear, suit separates and preppy tailoring, set to feature an archival navy penny crest label as part of the pinnacle offering from TOMMY HILFIGER.
Cadillac F1 – A New Chapter in Racing and Style
In March 2025, the Cadillac F1 team finally got the green light to join the elite tier of Formula 1. It’s not just about racing anymore. This is lifestyle warfare – engines versus egos, lap times versus limited editions. And who better than Tommy Hilfiger to dress the drivers as they make history?
From my front-row seat, I watched the new sartorial menswear collection for SS26 unfold like a cinematic red carpet moment – oversized tote bags in hand, swaggering through Florence like kings. The red bomber jackets pulsed with energy. The white suits? Think Miami Heat meets Savile Row. And those shorts – massive, statement-making, unapologetically off-duty. This is preppy London turned inside-out, reborn in the high-octane world of Formula 1.
The F1 Driver: From Podium to Poster Boy
The modern Formula 1 driver is no longer just an athlete. He’s a brand ambassador, a front-row guest, a TikTok trendsetter, and yes, a walking billboard for luxury fashion. Lewis Hamilton may have led the pack in bringing style to the paddock – from his shimmering Met Gala looks to his designer partnerships – but now, there’s a whole new grid of drivers revving up their influence.
And with Cadillac’s entry, I’m predicting a new fashion-forward driver will emerge from the smoke and champagne. My bet? Fernando Alonso. He’s the comeback king, the ageless gladiator of the circuit. Charisma? Check. Experience?
Double check. Wardrobe-ready? Absolutely. Just imagine Alonso in a crisp Hilfiger white suit, a red cap, and a glint in his eye. That’s fashion history waiting to happen.
Digital Wealth: Gamers, Influencers, Rich Kids with Torque
Let’s be clear: the new luxury customer isn’t browsing in boutiques. He’s streaming, gaming, and scrolling. Today’s digital wealth – from Twitch millionaires to crypto heirs – is obsessed with F1 not because of the engines, but because of the lifestyle. From Miami to Las Vegas, the circuit is the new Coachella – champagne, superyachts, and selfie-ready wardrobes.
I’ve seen it first-hand. These kids aren’t buying clothes – they’re buying identity. They want to be seen. And Tommy Hilfiger just gave them a wardrobe to match their ambitions. Caps and bucket hats with oversized logos, loose shorts that flirt with streetwear, and tote bags big enough to carry their digital clout.
Gracie Opulanza: From Pit Lane to Catwalk
I’ve been dragging champions onto catwalks for over a decade – from Olympic rowers to MotoGP heroes. These men have grit in their veins and fashion in their stride. They’re confident, battle-tested, and impossibly stylish. Why shouldn’t they set the standard for men’s style? Gracie loves every thing red, it’s her passion colour for her and Ferrari.
Formula 1 is the perfect playground for fashion storytelling. Behind every driver is a saga of risk, resilience, and relentless pursuit of perfection. And when they dress, it’s not about trends – it’s about attitude.
Watch the video and you’ll see the shift.
This isn’t “Drive to Survive.” It’s “Dress to Conquer.”
The APXGP collection is a clear statement: F1 is the new fashion frontier. But this new sartorial menswear collection for SS26 is for the men off the grid.
Who’s Steering the Style Narrative?
Damson Idris, the face of this APXGP launch, has already ignited curiosity with his slick red carpet appearances. He’s starring in the upcoming Formula 1 movie, and Hilfiger is banking on his charisma to propel this collection to cult status. I asked myself at the show, Would Brad Pitt wear this? And the answer is a resounding yes – if he wants to stay relevant to a generation that values motion as much as emotion.
The APXGP bomber jacket is this year’s must-have. Teamed with massive shorts and chunky trainers, it’s screaming Gen Z rebellion with millennial polish. This is what off-grid luxury looks like – unapologetically bold, rooted in performance, and built for the streets of Monaco, not just Monte Carlo.
The Future Is Male, Fast, and Fashion-Obsessed
Fashion has flirted with sport for years, but this is a full-blown affair. The boys of Formula 1 are now the blueprint for menswear. Masculinity redefined not by boardrooms but by bravery, speed, and digital clout.
Tommy Hilfiger has always understood the power of cultural moments. This time, he’s not dressing rock bands or hip-hop moguls. He’s backing the drivers – the gladiators of our time – and reminding the world that fashion is a race, and Hilfiger is leading the lap.
As for me, I’ll continue dragging champions into the spotlight, reminding men that the future of fashion doesn’t lie in suits alone, but in the stories behind them. The next time you see a Formula 1 podium, look beyond the champagne spray. Look at the tailoring. Look at the shoes. Look at the swagger. That’s the new red carpet.
Final Lap: From Florence to the Finish Line
The new sartorial menswear collection for SS26 Collection is not just fashion. It’s theatre. It’s velocity stitched into cotton. It’s about men who live on the edge – and dress like they mean it.
So, gentlemen, buckle up. The future of fashion has four wheels, a roaring engine, and a designer label on its back. And if you’re not in pole position, you’re already behind.