Reiss x McLaren walked, so Tommy x Mercedes could…fail

Another F1 team capitalises on their partnership with a high-street retailer to bring fans a ready-to-wear collection. But Mercedes and Tommy Hilfiger have missed the mark.

Following the launch and success of the inspired Reiss x McLaren collaboration in February of this year, I suspected it wouldn't take long for other Formula One teams to follow suit and drop exclusive and more high-end collections with their fashion partners. It's a no-brainer - offer your existing fan base a chance to purchase everyday clothing that allows them to support their team more subtly and reach new audiences who are regular purchasers of fashion retailers.  

Reiss, McLaren's official team kit provider, did this really well by producing an elegant collection. There were items at several price points and suitable for different occasions, from the everyday to more formal, but all the pieces were unique, stood out and were obviously not sports apparel.   

Although Tommy Hilfiger has been a Mercedes partner since 2018, and they have produced collections in the past, like the baseball jerseys ahead of the Miami GP, this latest collection feels like they were trying to emulate what Reiss did so well - produce high-end everyday outfits. But they've failed to do so with the clothes sitting awkwardly between being and not being traditional merch. 

Tommy Hilfiger and Mercedes-AMG PETRONAS Formula One™ Team launch limited-edition collection with Clarence Ruth. The collaboration fuses 'Tommy Hilfiger’s’ signature prep with the cutting-edge power of Mercedes-AMG F1 Team and puts emerging designer Clarence Ruth in the driver’s seat.

Interestingly, I wouldn't say Reiss and Tommy Hilfiger have too dissimilar target audiences. They both embrace the preppy style and sit at the high end of the high street, expensive but not designer. And so, following Reiss's suit should have produced success. 

But the new Mercedes collection is brash, too sports-like, and ultimately looks cheap - and as such, many items don't warrant the price tag. I can wear the Reiss collection to the office, but I can't say the same for this drop. Don’t get me wrong, some items, like the varsity jacket, are nice, but the collection as a whole feels disjointed, and I'm not sure they know who they were targeting. It's like they were aiming for where McLaren went but were too scared to alienate their traditional fanbase by going there. Consequently, we have something half-baked. If you're going to do something different, make sure you go for it. 

Mercedes also missed a trick by selling the items on shop.mercedesamgf1 and not the Tommy Hilfiger site, unlike the McLaren collection that was available to purchase via Reiss - hammering home the point that the clothes were more premium than merch and more wearable as everyday clothing. 

I'm sure this isn't the last we will see of Mercedes's collaborating with the high street. However, after 6-years, their partnership with Tommy Hilfiger is ending. In a new multi-million pound deal, they will welcome Adidas as their official team kit and merchandise partner next season. Perhaps with fashion icon Lewis Hamilton leaving, it's only downhill from here on out.