Key Takeaways:
- Tommy Hilfiger launched the APXGP Collection in partnership with the upcoming film "F1," starring Damson Idris and Brad Pitt.
- Idris fronts the global campaign, wearing pieces in the film and leading high-profile promotions, including a red carpet reveal at the 2025 Met Gala.
- The collection features apparel seen in the movie and is available globally starting today, with prices ranging from $50 to $790.
Ever wanted to wear what Damson Idris and Brad Pitt wear on screen? Well, now you can.
Tommy Hilfiger just introduced the APXGP Collection, a new capsule tied to the “F1" movie set for U.S. release on June 27.
The limited line is styled around the fictional racing team APXGP, featuring designs worn by Damson Idris and Brad Pitt.
The capsule centers on the growing cultural crossover between sport and fashion.
Hilfiger’s association with Formula 1 spans decades, from sponsoring Team Lotus in 1991 to partnering with Ferrari in the late '90s and later with Mercedes-AMG.
That racing history gives the current collection a foundation in real motorsport heritage.
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The film’s wardrobe, along with this ready-to-wear capsule, draws from this lineage.
Each garment carries visual cues from the paddock, whether in the varsity-meets-mechanic shirts or pleated pants with trackside appeal.
The capsule is available globally online and at select stores starting today, June 3.
Prices range from $50 caps and $130 shirts to the $790 black vegan leather jacket.
A standout red quilted jacket priced at $290 mirrors the one Idris wears in the film and is expected to be one of the most in-demand items.
Idris, who plays rookie driver Joshua Pearce, leads the APXGP campaign and wears many of the same styles on screen.
“When building his character, I knew that as a rookie, he was a cool rookie, and Tommy Hilfiger’s designs felt so seamless for my role,” Idris said in an interview with HypeBeast.
“I also just love how so many elements of the movie tie into this collection. So when people watch the film, the connection to this line will make complete sense.”
The movie will be released earlier in Europe, on June 25
From the Red Carpet and the Racetrack to Your Closet
The APXGP Collection first drew major attention at the 2025 Met Gala, where Idris made a dramatic entrance in a race car styled after those in the film.
He stepped out in a crystal-studded helmet and racing suit designed by Hilfiger before revealing a red suit underneath.
The visual spectacle supported the Met Gala’s theme “Tailored For You,” while also serving as a nod to the film and the collaboration.
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Idris later told HypeBeaast the moment was “surreal” and emphasized how much thought went into every detail.
"I was underneath the helmet just praying that they would pull it away smoothly.
But so many people loved that trick, and I think it’s a testament to Tommy Hilfiger’s ability to create iconic cultural moments."
Pairing a major movie release with a brand’s authentic history in the sport gives the campaign cultural weight most fashion drops can’t buy.
It shows how a well-aligned brand partnership can drive demand by linking the product directly to the narrative fans are already invested in.
Our Take: Fashion’s Smartest Film Tie-In?
Tommy Hilfiger isn’t just selling racing jackets.
It’s inserting his brand into storylines, red carpets, and the culture of one of the most-watched sports in the world.
With Idris carrying the look from screen to street to the Met Gala, this campaign is running at full speed.
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It’s timely, visually magnetic, and well-positioned across global markets.
What stands out to me most is how carefully every detail has been planned, from casting to cut.
This is not a basic celebrity endorsement. It’s a precise fashion strategy powered by cinematic momentum.
Brand positioning agencies can learn from how this campaign ties product to character, timing, and setting to make it feel integral to the story rather than just merchandise.
Meanwhile, Old Navy recently rebooted its activewear line in an exciting campaign with Lindsay Lohan, Quen Blackwell, Charo, and Dylan Efron.
