Race Car Drivers: The New Rock Stars
Tommy Hilfiger, the iconic fashion designer, confidently declared this statement while sipping on a glass of pinot grigio at the Aria’s Cathédrale restaurant. The atmosphere was buzzing with excitement as his namesake brand hosted a lavish dinner just hours before the Formula 1 Las Vegas Grand Prix. But Tommy couldn’t stay for long, as he had a busy schedule ahead of him – shaking hands, dressing racers, entertaining influencers, and taking photos.
Hilfiger has been involved with Formula 1 for over 30 years, starting with his sponsorship of Team Lotus in 1991. He then became the official clothing sponsor for Ferrari in 1998, a role he held for four years. Even during a brief break from sponsoring, he remained a loyal fan and even learned how to drive his own Ferrari Enzo at his former business partner and current Aston Martin Formula 1 team owner Lawrence Stroll’s personal track. In 2018, he made a triumphant return to the racetrack as a sponsor of Mercedes-AMG.
When Hilfiger compares race car drivers like George Russell to rock stars like Mick Jagger, he’s highlighting the immense fanfare and culture surrounding the sport’s biggest players. “The race is packed with people from the sports world, influencers, fashion people, and Hollywood people,” he says. “It’s a real mix of pop culture icons and die-hard fans.”
The day before the dinner, Hilfiger spoke at The Female Quotient’s panel series alongside the leaders of F1 Academy. This junior-level, female-only single-seater racing championship aims to showcase the next generation of women in motorsports. During the panel, Hilfiger announced some exciting news for his brand – 16-year-old Danish racer Alba Hurup Larsen, known as “the fastest girl in the world,” has officially signed on as the F1 Academy Tommy Hilfiger driver for 2025.
“Sometimes when you meet someone, you just know,” Hilfiger explains. Hurup Larsen, who will race in a suit and car adorned with Hilfiger’s signature red, white, and blue branding, says she is “deeply honored” to represent the brand. “Having this support at such a pivotal stage in my career means the world to me,” she adds.
Meanwhile, at the track, the arrival of seven-time Formula 1 world champion and Mercedes-AMG driver Lewis Hamilton was met with flashing cameras and fan cheers. Hamilton, a long-time friend and collaborator of Hilfiger’s, made a grand entrance onto the course in a custom Tommy Jeans outfit that shimmered with sequins from head to toe. “Lewis Hamilton is not just a race car driver, he’s a fashion icon,” Hilfiger proudly states. And with his brand’s involvement in the world of Formula 1, it’s clear that race car drivers truly are the new rock stars.
