Agenda-setting intelligence, analysis and advice for the global fashion community.
Launching a Formula One team these days means not just selecting the right drivers but also deciding what they’ll wear.
On Tuesday, Cadillac announced it had figured out both.
The American motor company will make its debut as F1’s 11th team next year with drivers Sergio Pérez and Valtteri Bottas behind the wheel. On the track and in the paddock, they’ll wear Tommy Hilfiger, which signed on to be Cadillac’s official apparel and lifestyle partner in June.
The US fashion label is also set to release a global fanwear collection in February 2026 for the spring season. The collection will include jackets, graphic T-shirts, sweatshirts, tank tops, hoodies, polos, logo caps and a zip pullover.
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Fashion and F1 have drawn closer together in recent years as the sport’s popularity has grown and both brands and racing teams look to capitalise on the opportunity. Puma is the official sponsor of Scuderia Ferrari, for example, and Hugo Boss sponsors Aston Martin Aramco.
What makes the partnership between Cadillac and Tommy Hilfiger notable is that it’s a deal between two distinctly American brands in one of the most popular international sports. While Cadillac is a newcomer to F1 — and the first new team to join the grid since 2016 — Tommy Hilfiger has roots dating back to 1991, when the brand sponsored Team Lotus.
