Damson Idris leads the Formula 1-themed campaign, wearing the same APXGP-branded gear that features in his upcoming movie.
Tommy Hilfiger has introduced the APXGP collection, a limited capsule inspired by Formula 1 and tied to the upcoming Brad Pitt racing film. Damson Idris, one of the film’s stars, leads Hilfiger’s campaign for the line and even teased it with a racing-themed ensemble at the Met Gala.
Each piece takes cues from the pit lane, spanning mechanic shirts, tailored denim and moto jackets emblazoned with the APXGP team logo. Hilfiger’s decades-long Formula 1 legacy – from Team Lotus sponsorships in the ’90s to a partnership with Mercedes-AMG – lends authenticity to the racing-themed line.
F1: The Movie – a big-budget Formula 1 drama directed by Joseph Kosinski and starring Brad Pitt and Damson Idris – is scheduled to hit theaters later this month. Hilfiger is a lifestyle sponsor of the film and even outfitted its fictional APXGP racing team, which places Idris’s rookie driver under the mentorship of Pitt’s veteran racer.
The APXGP collection became available worldwide on June 3, both online and in select stores, aligning with the film’s pre-release buzz. Pieces range from a $50 logo cap and $130 pit crew shirt up to a $790 vegan leather jacket. A $290 quilted racing jacket, identical to Idris’s on-screen gear, is expected to be one of the top sellers.
