Tommy Hilfiger, Mercedes-AMG PETRONAS F1 Team, Awake NY Launch Collaboration At Miami Grand Prix

KUALA LUMPUR, May 5 (Bernama) -- Tommy Hilfiger, owned by PVH Corp announced together with Mercedes-AMG PETRONAS Formula One Team that New York streetwear brand Awake NY has co-created the new Tommy x Mercedes-AMG F1 x Awake NY collection and campaign.

Launching on May 4 ahead of the Miami Grand Prix, the collection combines Awake NY’s founder Angelo Baque’s street-style sensibility with TOMMY HILFIGER’s signature prep aesthetic to create a range of motorsport-inspired lifestyle icons that dares to be different.

“I have been an F1 fan since I was a kid, and we have 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,” said Tommy Hilfiger.

Baque, an immense admirer of Lewis Hamilton and fan of Formula 1 (F1), was able to lend his design values and ethos to the community, culture and city of Miami in celebration of its Grand Prix weekend.

According to a statement, the collection presents a fresh new vision of F1, where perspectives collide, inspiration is sparked, and everybody is welcome to join the ride.

“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,” said Baque.

The campaign follows stories of the grit, determination and spirit that inspired seven-time champion and F1 legend Lewis Hamilton, Grand-Prix winner George Russell and Awake NY’s Baque, as well as Tommy Hilfiger, on their individual journeys, and features Mercedes-AMG Petronas F1 Reserved Driver, Mick Schumacher.

The campaign was photographed by Adrienne Raquel, and video content was captured by Anthony Prince Leslie.

Reflecting the values of the People’s Place programme, a Tommy Hilfiger initiative that aims to give opportunity to underrepresented communities in the creative industry, the collaboration will work with Creatives Want Change (CWC), inviting BIPOC participants to attend the race in Miami on May 7.

-- BERNAMA