China’s first Formula 1 driver Zhou Guanyu joins Tommy Hilfiger, reinforcing the brand’s long-standing presence in motorsport and its vision of the paddock as a global style destination.
by Ada Maria Francesca Romeo
Tommy Hilfiger has welcomed Zhou Guanyu as its new Global Brand Ambassador. As the first Chinese driver to compete in Formula 1 and the current Reserve Driver for the Cadillac Formula 1 Team, Zhou represents a new generation defined by confidence, individuality, and global influence. His appointment further reinforces Tommy Hilfiger’s long-standing connection to motorsport, a relationship built over decades and now strengthened alongside Sergio Pérez, the brand’s Global Menswear Ambassador and Cadillac Formula 1 Team driver.
image courtesy of Tommy Hilfiger
Formula 1, however, is far from new territory for Tommy Hilfiger. The brand was one of the first fashion labels to recognize the cultural potential of the paddock, investing in the sport as early as the 1990s, long before fashion became a defining part of the Formula 1 conversation. From partnerships with Team Lotus, Ferrari and Mercedes-AMG Petronas to its current collaboration with the Cadillac Formula 1 Team, Tommy Hilfiger has anticipated the fusion of motorsport and fashion that now shapes contemporary culture.
Born in 1999, Zhou Guanyu developed a passion for racing at age 5. Beyond his achievements on the track, he has become one of Formula 1’s most stylish personalities, thanks in part to his mother, a fashion designer, who nurtured his interest in clothing from an early age. His signature paddock style is defined by a predominantly dark color palette, led by black and elevated through bold footwear and carefully chosen accessories.
Among Zhou’s biggest inspirations is Lewis Hamilton, the driver who more than anyone else has redefined the relationship between Formula 1 and fashion. Hamilton also played a significant role in Tommy Hilfiger’s story, first as a Global Brand Ambassador and later by launching the TommyXLewis collection in 2018. Zhou Guanyu’s arrival feels like the natural continuation of that legacy, bringing it into a new era shaped by a younger generation of drivers whose influence extends far beyond the racetrack.
