Tech

Tommy Hilfiger is launching a new fanwear collection in collaboration with Cadillac Formula 1, “bridging racetrack adrenaline with street-ready style through the meeting of two American icons”. The accompanying campaign stars Cadillac F1 team members Checo Pérez and Valtteri Bottas, who model the new collection. It includes replica versions of the team kit and a range of co-branded pieces, including caps, T-shirts, polos, hoodies, a gilet and a varsity-style jacket in a color palette of red, white and black, accented with metallic and chrome touches. Additional drops are planned throughout the 2026 season for select races and “key driver moments”. City-inspired ‘Race Specials’ will capture the energy of Miami, Austin, and Las Vegas through unique colourways and localised artwork, while graphic updates will channel team identity, race locations and driver elements. Lea Rytz Goldman, Global Brand President of Tommy Hilfiger, said: “This collection celebrates the Tommy Hilfiger brand’s legacy in Formula 1 and the sport it has become today. “For decades, Tommy has brought fashion into sport and entertainment, and F1 is now a major cultural force where we show up in a unique way. Partnering with the Cadillac Formula 1 Team allows us to create prep classics that are confident, collectible and made for fans.” Cassidy Towriss, Chief Brand Advisor of Cadillac Formula 1 Team, added: “This collaboration brings together two iconic American brands with a shared belief in design, performance and cultural relevance. “Working closely with the Tommy Hilfiger team, we’ve created fanwear that feels authentic, elevated, and true to the identity we’re building. The 2026 collection is just a glimpse of what’s to come, and we’re excited to continue delivering for fans as the Cadillac Formula 1 Team takes shape on and off the track.” Tommy Hilfiger is the latest in a line of fashion brands to partner with F1 racing teams. In July 2025, AllSaints partnered with Atlassian Williams Racing, one of the most successful names in Formula 1, on a nine-piece limited-edition collection. Prior to that, in April 2025, The Rolling Stones fashion and lifestyle brand RS No.9 Carnaby teamed up with Aston Martin Aramco on a limited-edition collection of hoodies, tees, and caps, fusing the “rebellious spirit of rock ‘n’ roll” with the speed of Formula One. Before that, luxury high-performance skiwear brand Perfect Moment teamed up with the BWT Alpine Formula One Team on a special edition capsule collection after signing a multi-year deal. Palace and Kappa also got the racing bug with a collaboration for Alpine F1 merchandise, designed by Palace and produced by Kappa in November 2023 – ahead of the Las Vegas Grand Prix. Additionally, back in May 2023, premium fashion brand Reiss announced a multi-year partnership with the McLaren Racing Formula 1 Team to supply them with travel wear.

France’s biggest couture giants are bulking up their assortments of handbags and small accessories at the lower end of their offer as they seek to reengage customers after years of some of the industry’s punchiest price hikes.

Teens are taking over social feeds and racking up bigger partnerships than ever before — but young creators play by a different set of rules than their predecessors.

It’s a case of winners and losers for Swiss watchmakers, as the strongest brands shoot ahead, widening the gap with their smaller rivals, writes Robin Swithinbank. Plus, Rolex’s LIV Golf tie-up and The Honourable Merchants Group’s pause.

Two years after founding Sumwon Studios, Nitin Passi is once again proving his ability to build fashion brands at scale. The on-demand fashion group closed 2025 with $300 million (£218.5 million) in net revenue, a milestone that marks a rapid rise for the business and a notable second chapter for the entrepreneur behind Missguided. Passi (pictured), who launched Missguided in 2009 with just £50,000, grew the brand into a global fashion player generating around $400 million (£291.4 million) in annual revenue at its peak. Now, with Sumwon Studios, he is applying those learnings through a very different model: one built on on-demand production, real-time consumer data and capital-light growth. In 2025, Sumwon Studios more than tripled revenue from around $100 million (£72.8 million) the previous year, while unit sales jumped 225% to 25 million, serving customers across 150-plus countries. Missguided sits at the heart of Sumwon Studios’ portfolio, operating alongside brands including Sumwon, KIZN, Aiirz and Playboy, as well as BALR. (which the group acquired in August 2025). Backed by SHEIN as a strategic investor, the group leverages advanced on-demand supply chains to respond directly to customer demand, producing only what sells and scaling winners fast. Passi said: “Sumwon Studios was built with a long-term vision to create a next-generation fashion group designed for how brands are built and scaled today. That means moving with speed, staying close to the customer, and executing with discipline.” The group now employs more than 150 people globally, with teams across multiple international markets supporting its expanding brand portfolio and multi-channel operations. Looking ahead to 2026, Sumwon Studios plans to continue investing in technology, talent and brand development, as it accelerates growth across its brands worldwide.

As influencer marketing becomes more essential, and creators demand more money, brands have to parse through an increasing amount of data to confidently invest in their influencer strategies.

The fast-growing Swedish label’s ‘consistency has merged with the zeitgeist,’ chief executive Richardos Klarén said, as LVMH fuels retail expansion.