Fronted by Damson Idris and powered by cinematic momentum, the APXGP Collection brings the energy of Formula 1® to the world of fashion. Tommy Hilfiger is no stranger to bold moves, but its latest launch may be one of its most high-octane yet. The American brand has taken a decisive turn into the high-speed world of motorsport with the release of its APXGP Collection, a fashion-meets-F1 capsule fronted by British actor and breakout star Damson Idris. Inspired by F1® The Movie—in which Idris plays a fictional racing phenom alongside Brad Pitt—the collection blurs the line between pit lane performance and streetwear precision. Rooted in the aesthetics of racing and propelled by a vision of “fashiontainment,” Tommy Hilfiger’s latest drop fuses nostalgia with innovation. It’s a wardrobe designed not only for speed but for statement-making, embodying a cultural shift where sports, cinema, and style race in tandem.
Where style meets speed
The APXGP Collection doesn’t just borrow from the world of Formula 1—it channels its pulse. Hilfiger’s long standing passion for motorsports dates back to his childhood, watching cars zip by at New York’s Watkins Glen racetrack. “Since I was a kid peeking through the fences… Formula 1™ has been legendary to me,” he shared in a recent statement. That fascination has matured into something far more tangible.
Now, nearly four decades into a career defined by Americana and athleticism, Tommy Hilfiger is staking a claim in the realm of global motorsport. And he’s not doing it quietly. The new line draws upon the iconic silhouettes of the racetrack—mechanic shirts, utility jackets, and the timeless polo—elevating them with luxurious finishes and precise tailoring.
One standout piece is the red quilted racing jacket worn by Damson Idris in F1® The Movie. Reimagined for the street, it straddles the line between costume and couture, performance and polish. Meanwhile, a sleek vegan leather moto jacket nods to the bombers worn by race engineers, softened with clean lines and sustainable fabric choices. There’s even a knit polo that speaks to Hilfiger’s preppy roots, proof that the collection isn’t just about performance—it’s about presentation.
Damson Idris: the face of a new fashion frontier
It’s fitting that Damson Idris, best known for his roles in Snowfall and the upcoming F1® The Movie, fronts this bold campaign. His own rise—from South London stages to Hollywood blockbusters—mirrors the ambition and energy of the APXGP Collection. As Joshua Pearce, the fictional APXGP team’s rising star, Idris not only brings style to the screen but also serves as a bridge between real-world racing and red-carpet-ready fashion.
The synergy between Idris and the brand feels natural. He wears the garments like they belong to him—and perhaps they do. The campaign imagery, which oscillates between cinematic stills and fashion-forward editorials, captures Idris in motion: adjusting a helmet, leaning against a race car, or simply walking with the kind of purposeful cool that defines his generation.
Alongside Idris is the presence of Hollywood icon Brad Pitt, who plays seasoned driver Sonny Hayes in the film. Though not directly featured in the campaign, Pitt’s association with the film adds another layer of star power, reinforcing the idea that this isn’t just a clothing drop—it’s a cultural moment.
Fashiontainment on the fast track
Tommy Hilfiger has long embraced the intersection of style and spectacle, but the APXGP Collection marks a turning point. In an era where fashion brands double as cultural producers, Hilfiger is racing ahead with a concept he calls “fashiontainment”—a merging of fashion, entertainment, and global sport.
“This film captures the cultural shift,” said Hilfiger. “It’s a bold new chapter, and we’re setting the pace for what comes next.” That statement isn’t just promotional. The brand plays a significant role within the F1® The Movie narrative itself, serving as the official fashion sponsor of the fictional APXGP team. From costuming Idris and Pitt to embedding their logo into the world of the film, Tommy Hilfiger isn’t just commenting on the story—it’s writing part of it.
This meta-layer—where a real brand partners with a fictional team that lives inside a major motion picture—signals a new level of marketing integration. It’s no longer enough to be inspired by pop culture; the most ambitious brands are becoming co-creators of it.
A global sport, a global style
Formula 1 has experienced a meteoric cultural rise in recent years, becoming one of the few sports to transcend borders with fashion-forward appeal. The APXGP Collection nods to that global fandom with versatile pieces that channel the sport’s international energy.
From the racetracks of Monaco to the fashion capitals of New York and Milan, the collection is designed to resonate with fans and style seekers alike. It’s casual enough for streetwear, sharp enough for event dressing, and rooted in a love of speed that knows no geographic limit. For longtime Hilfiger devotees, the collection also offers something familiar: the classic red, white, and blue palette, clean branding, and silhouettes that reflect decades of sporty, all-American design. But make no mistake—this isn’t retro. This is racing redefined.
The road ahead
The APXGP Collection launches globally on June 3, 2025, available on tommy.com, in Tommy Hilfiger boutiques, and through selected wholesale partners. As for the film that inspired it all, F1® The Movie—produced by Apple Original Films and distributed by Warner Bros.—hits theaters internationally on June 25, with a North American release in IMAX and theaters on June 27, 2025.
Whether you’re a devoted fan of F1, a fashion insider, or simply a lover of cinematic style, Tommy Hilfiger’s new venture offers something more than a seasonal wardrobe. It offers a new lane in which fashion can travel: faster, louder, and more connected than ever before. With the APXGP Collection, Tommy Hilfiger isn’t just chasing trends. He’s leading the pack.
