Tommy Hilfiger Takes Austin Grand Prix Weekend Beyond the Racetrack

Tommy Hilfiger brought its distinctly American approach to fashion and entertainment to Austin Grand Prix weekend, October 23–25, marking its partnership with the Cadillac Formula 1 Team through a series of events that extended well beyond the circuit. Under the banner of Proper Presents: Soundtracks with Tommy Hilfiger, the brand transformed the Austin Proper Hotel into a gathering point for music, style and motorsport. JoJo and Moses Sumney performed at The Quill Room on Friday, followed by an intimate dinner at La Piscina on Saturday and a closing DJ set by TOKiMONSTAat Kappo Kappo on Sunday. Guests included Love Island USA personalities Trinity Tatum and Bryce Alakai, with denim, varsity-inspired pieces, velvet tailoring and leather accessories bringing Hilfiger’s signature codes into the weekend’s social scene.

The Cadillac Formula 1 partnership gives Tommy Hilfiger another platform to connect its fashion identity with contemporary culture. Motorsport’s growing crossover with music, celebrity and style provides a natural setting for a brand long associated with American sportswear and entertainment. In Austin, the clothes moved easily between trackside appearances, live performances and evening gatherings, reinforcing the versatility of Hilfiger’s wardrobe. The weekend demonstrated how fashion brands are increasingly shaping the cultural experience surrounding major sporting events, with the Grand Prix providing both the occasion and the audience.