Fashion devotee Lewis Hamilton launched his Tommy Hilfiger backed fashion line entitled ‘TommyXLewis’ at a red carpet event in Berlin this week, with a host of celebrity guests before he jets to Melbourne for the season-opening Australian Grand Prix next weekend.
The five-time F1 World Champion famous for his love for fashion was the star of the night which he enjoyed with the likes of Jerome Boateng, Lena Gercke and Jacky Heung.
Lewis Hamilton, five-time FIA Formula OneTM World Drivers’ Champion and global Tommy Hilfiger men’s brand ambassador, celebrated the launch of the Spring 2019 TommyXLewis collaborative collection with a one-night-only Create X Unity co-creation event in Berlin.
The immersive collaboration space allowed guests to fully personalize and customize the collection and interact with the event space through digital and audio-visual technology.
“It’s always really special when our ambassadors infuse personal meaning into our collaborations,” said Tommy Hilfiger. “Lewis’ creative spirit and passion for bringing unique experiences to fans around the world comes through in every collection, campaign and event we partner on.”
Lewis was joined by creative collaborators, influencers, press and fans at ewerk, a former techno music club in the Mitte neighborhood, to celebrate the collection’s Create X Unity inspiration and the idea that when creative forces unite, anything is possible.
Alongside the exterior of the building, an eight-story-high digital projection of Spring 2019 TommyXLewis campaign images, films and typography could be seen from as far as the iconic Postdam Platz.
“THxLH CoLab blended the empowering spirit of the Spring 2019 TommyXLewis collection and Berlin’s creative energy into a unique experience,” said Lewis Hamilton. “This season, Tommy and I wanted to inspire people to unite through fashion. I loved meeting and connecting with fans at the THxLH CoLab event, and watching them bring their own Create X Unity inspiration to the room.”
Guests could shop the Spring 2019 TommyXLewis collection onsite and personalize their look throughout the evening. This included a signature green T-shirt with the iconic “LH” logo on the front from which all the sales’ proceeds were donated to Karuna Verein, a Berlin-based charity that supports children and youth in need. “Create X Unity” slogans and logos inspired by the spirit of the collection were hand-inked onto T-shirts.
Styles were also printed with personalized logo graphics, each featuring an entirely unique color combination generated by an innovative printing algorithm. Guests created their own one-of-a-kind TommyXLewis styles at the cut-and-sew lab where their designs were stitched together by onsite stylists.
Spring 2019 TommyXLewis, the second collaboration between Tommy Hilfiger and Lewis Hamilton, adds a fresh twist to classic sportswear designs with bright pink and purple pop colors, oversized “Create X Unity” graphics, and dip dyed grading inspired by edgy Los Angeles street-style.
It features sporty influences, heritage pieces, oversized silhouettes and more sustainable elements such as organic cotton, blending Lewis Hamilton’s fashion-forward vibe with Tommy Hilfiger’s classic American cool DNA in a way that can be styled for everyone. The collection features apparel, footwear, accessories, underwear, swimwear and socks.