The four-time F1 world champion and global brand ambassador for Tommy Hilfiger revealed the collection logo to fans at an exclusive event in Shanghai, putting his own stamp on the iconic Hilfiger flag.

Hamilton shared what drives him, both in racing and beyond the track, at an experiential event with consumers and influencers.

“Lewis is bold in everything he does, from racing and extreme sports to fashion,” said Hilfiger.

“This collaborative collection is something totally fresh for us in men’s, and at the same time, it really celebrates the Tommy Hilfiger DNA. This result can only come from partners who share our values and drive. We were really proud to unveil the exclusive logo and the design inspiration with our fans in China and look forward to sharing the collection with everyone around the world this Fall.”

The TommyXLewis flag was revealed at the Shanghai event in an art installation that shared the inspirations behind the design, including street art influences and projections of Lewis Hamilton’ own body art.

READ MORE: Lewis Hamilton tops motorsports earnings list in 2017

The logo celebrates Tommy Hilfiger’s flag trademark positioned behind Lewis Hamilton’s initials in navy, reflecting the brand’s colours and the font used in the British racer’s own tattoos. The collection will feature apparel, footwear, accessories, underwear and socks.

“As my love of fashion has grown, so has my desire to design a collection. It is an honour to partner with Tommy Hilfiger to make this dream come true,” said Lewis Hamilton. “I cannot wait to show fans around the world how Tommy and I have channelled our creativity into this first TommyXLewis collaborative collection.”

Hamilton also revealed what drives and inspires him every day to attendees, who included Shawn Yue, Hong Kong actor and Greater China brand ambassador for Tommy Hilfiger menswear, friend of the brand, actress Maggie Jiang, and influencers such as Nikki Min, Chery Gun, Li Hui, Ethan Liu, Yu Hai Hang and Wu Pei.

The brand heritage of Tommy Hilfiger is closely linked with pop culture and sports icons. In the ‘90s, Hilfiger was one of the first designers to blend fashion and celebrity, and he became a pioneer in the industry by dressing young artists such as Aaliyah, Mark Ronson and Usher; and featuring musicians such as David Bowie and Beyoncé in his advertising campaigns.

READ MORE: Lewis Hamilton on life, success and style

In recent years, Tommy Hilfiger has established inspiring partnerships with international supermodel Gigi Hadid, designing four TommyXGigi capsule collections with her, international tennis champion Rafael Nadal, award-winning musician and producer duo The Chainsmokers, and Hong Kong actor Shawn Yue, reflecting the brand’s commitment to broaden its reach and connect with the next generation of consumers.