After pit stops in Shanghai, London, Paris, Barcelona and Mexico City, Tommy Hilfiger is racing ahead to finish its final lap with the Hilfiger Racing Club event, held at the COEX mall in Seoul, to celebrate the launch of the new Fall 25 collection.
Transforming COEX’s rooftop parking lot into an unexpected motorsports arena, Tommy Hilfiger staged an immersive, high-energy experience steeped in vintage racing nostalgia. The lineup of artists in attendance, including artists such as IVE’s Won Young, Twice’s Dahyun, The Boyz’s Younghoon, and ITZY’s Yena, to name a few, wore select pieces from the latest collection. At the event, they were greeted with racing-themed activities, including a go-kart track, a licensing station, and a “Tommy Stop” where they refueled with snacks and refreshments. Vintage cars lined the event space, perfect for taking photos of the star-studded guest list, while the DJ played house and hip-hop beats to set the mood of the space.
Still fresh off the high that was F1: The Movie, Tommy Hilfiger’s Racing Club collection is the brand’s complete vision of motorsports aesthetics. While F1’s roots are European, it has since become a global sporting phenomenon reflected in its enthusiasts being considered cosmopolitan, much like the rise and growth of Tommy Hilfiger, where the brand was one of the main influences in bringing modern, preppy American style to the world. It’s no different now, where Tommy Hilfiger remains at the forefront of American designers.
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