ALBA HURUP LARSEN Becomes Tommy Hilfiger’s F1 Academy Driver at Just 15

July 10, 2025

by Zarko Davinic // from www.designscene.net

• Tommy Hilfiger made a statement move by signing 15-year-old ALBA HURUP LARSEN as their F1 Academy driver for 2025, positioning one of the youngest female drivers in motorsport as the face of their Formula 1 push. The brand is betting big on F1’s booming, style-conscious fanbase, and LARSEN represents the perfect intersection of youth, talent, and barrier-breaking potential that Tommy Hilfiger needs to reclaim cultural relevance.
• The partnership goes beyond typical sponsorship – LARSEN isn’t just wearing the logo, she’s literally branded as “the F1 ACADEMY™ TOMMY HILFIGER driver,” making her integral to the brand’s motorsport identity. At 15, she’s not only breaking records on track but also pioneering a new model where young female drivers become central to major fashion brands’ cultural strategies rather than afterthoughts.
• Tommy Hilfiger’s F1 strategy extends far beyond LARSEN, with massive product placement in the Brad Pitt F1 movie and a new partnership with Cadillac’s Formula 1 team. But by putting a teenage female driver at the center of their campaign, they’re making a clear statement about who represents the future of motorsport – and it’s refreshing to see a major brand actually put their money where their progressive messaging is.

all-female f1 academy, cadillac, formula 1, tommy hilfiger