Cadillac F1 Partners with Tommy Hilfiger for Inclusive Fanwear Targeting Growing Female Audience

Cadillac F1 has teamed up with Tommy Hilfiger for its debut fanwear collection, inspired by British actor Damson Idris arriving at the Met Gala in an F1 car. Launched last week, several items sold out quickly, featuring unisex and women-centric designs.

Women comprise 42% of F1's audience, with three-quarters of new fans being female, yet most merchandise is men's gear resized for women. Cadillac's chief brand adviser Cassidy Towriss emphasized: 'I think the opportunity to deliver for them shouldn’t be an afterthought. It should be at the front of thought.'

The collection prioritizes versatility—pieces for the track, lunch, or casual wear—mirroring how men use team apparel in varied settings. This approach aims to catch up to the sport's diversifying fanbase, offering stylish, inclusive options that enhance fan engagement beyond the racetrack.