Iconic Brands Collaborate: Land Rover, BMW, Ferrari, Tommy Hilfiger & Mercedes-AMG Petronas F1 Make Waves in Whisky, Film, and Fashion Worlds

Land Rover Classic x Kilchoman Distillery

Land Rover Classic is partnering with Kilchoman Distillery, an award-winning whisky distillery based on Islay, Scotland, to mark the launch of its latest luxury collectible, the Classic Defender Works V8 Islay Edition.

To celebrate the partnership, the Kilchoman Distillery is releasing a new limited edition whisky of just 639 bottles.

The Works V8 Islay Edition, limited to just 30 vehicles, is inspired by a Series IIa owned and used by Land Rover co-founder Spencer Wilks, and features a number of unique references to the original vehicle, as well as nods to the Isle of Islay in the Scottish Inner Hebrides. They include a crafted individual removable tray in the bespoke central stowage cubby, made from original whisky casks from the Kilchoman Distillery.

BMW x Cannes Film Festival

BMW is reprising its role as Official Partner of the Cannes Film Festival in 2023 following its debut appearance last year. The Bavarian premium carmaker is supplying the 76th edition of the celebrated festival and some of its Official Partners with a selection of over 200 fully electric vehicles, plus the new BMW XM models with plug-in hybrid drive. This gathering of the global movie industry in the south of France also provides the perfect setting for the introduction of a new action-packed BMW Films production as well as the unveiling of the innovative new watercraft THE ICON. And fresh from its world premiere, the new BMW i7 M70 xDrive – the most powerful and fastest all-electric model in the brand’s entire portfolio – will be in action on the road for the first time.

Ferrari: Strong Results, With Demand Heading Into 2025

Ferrari announced its consolidated preliminary results for the first quarter ended March 31, 2023.

The financial data presented by Ferrari in their Q1 2023 report demonstrates significant growth in several key areas compared to the same period in the previous year. Total shipments increased by 9.7%, net revenues increased by 20.5%, and adjusted EBITDA and EBIT increased by 27.0% and 25.3%, respectively. The company also generated an industrial free cash flow of Euro 269 million.

These positive results demonstrate that Ferrari’s strategies in terms of product development, sales and marketing, and financial management are effective. The reopening of orders for the Purosangue and the launch of the Roma Spider show the company’s commitment to expanding and improving their product portfolio. The CEO’s statement that the order book extends into 2025 indicates that there is strong demand for Ferrari’s products and suggests that the company is well-positioned for future success.

Overall, these results indicate that Ferrari is on a strong financial footing and is making progress towards its electrification journey, as well as continuing to innovate in its product offerings.

Tommy Hilfiger, Mercedes-AMG Petronas F1 Team and Awake NY Launch Collaboration

The partnership strengthens the bonds between the racing and fashion worlds while giving a platform to underrepresented communities.

Tommy Hilfiger, which is owned by PVHCorp. announced together with Mercedes-AMG PETRONAS Formula One Team that New York streetwear brand Awake NY has co-created the new Tommy x Mercedes-AMG F1 x Awake NY collection and campaign. Launching for the 2023 Miami Grand Prix, the collection combines Awake NY’s founder Angelo Baque’s street-style sensibility with TOMMY HILFIGER’s signature prep aesthetic to create a range of motorsport-inspired lifestyle icons that dares to be different.

The collaboration between Tommy Hilfiger, Mercedes-AMG Petronas F1 Team, and Awake NY is a fusion of fashion and motorsport, combining each brand’s unique style and ethos to create a new collection that caters to a younger, more diverse demographic. This partnership has the potential to attract both F1 and fashion fans who are interested in both worlds and creates a new experience for racegoers.

The partnership goes beyond just marketing as it aims to strengthen the bond between the racing and fashion worlds while giving a platform to underrepresented communities. The inclusion of Awake NY, a brand known for its support of social causes and emphasis on diverse representation, highlights the importance of inclusivity and diversity in both fashion and motorsports.

Overall, the collaboration aims to challenge conventions, break boundaries, and appeal to a new generation of consumers who value individuality and inclusivity. The project is a strategic move to stay relevant and attract a younger, more diverse audience. The impact on fans and luxury customers will depend on how well the collaboration is received, but it has the potential to create a buzz and generate interest in both the Tommy Hilfiger and Mercedes-AMG Petronas F1 Team brands.

“I have been an F1 fan since I was a kid, and we’ve been breaking conventions in our partnerships with the sport since the ‘90s” said Tommy Hilfiger. “With this collaboration, we wanted to continue to innovate with both design and an inclusive spirit to create a bold new perspective for the next generation of racegoers.” Angelo Baque, an immense admirer of Lewis Hamilton and fan of Formula 1, was able to lend his design values and ethos to the community, culture and city of Miami in celebration of its Grand Prix weekend.”