LEWIS HAMILTON CELEBRATES SECOND COLLECTION FOR TOMMY HILFIGER IN BERLIN
Tommy Hilfiger men’s brand ambassador and Formula One driver Lewis Hamilton celebrated the launch of the spring ’19 Tommy x Lewis collection at an event in Berlin on Wednesday night.
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 Tommy x Lewis campaign images, films,
“The event blended the empowering spirit of the spring 2019 Tommy x Lewis collection and Berlin’s creative energy into a unique experience,” said Hamilton. “This season, Tommy and I wanted to inspire people to unite through fashion. I loved meeting and connecting with fans at the event, and watching them bring their own ‘Create x Unity’ inspiration to the room.”
“It’s always really special when our ambassadors infuse personal meaning into our collaborations,” added 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.”
Inspired by the collection’s campaign, portraits of guests captured onsite were spliced together and projected as a digital mural on large LED screens across the event space by audio and visual design collective Pfadfinderei. Throughout the evening, guests enjoyed a performance by urban dance crew Flying Steps and DJ sets by rising talent from the Berlin independent label and artist collective Live From Earth, including Ticklish, ACOID, MCR-T and WOS. They also had the opportunity to experiment with animated projections and light installations from an interactive VJ booth ran by Pfadfinderei located in the center of the collaboration space. Inspired by Lewis Hamilton’s own nutrition philosophy, the event was catered by plant-based chef Liora Bels, who worked from an open kitchen from which she also shared insights into a vegan diet.
Guests could shop the 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 Tommy X Lewis styles at the cut-and-sew lab where their designs were stitched together by onsite stylists.
This season marks the second collaboration between Tommy Hilfiger and Hamilton. The collection adds a fresh twist to classic sportswear designs with bright pink and purple pop colors, oversized “Create x Unity”