Mercedes-AMG F1 announced a new multi-year commercial partnership with upper market apparel company Tommy Hilfiger.
The famous brand, owned by American corporation PVH, will provide the Mercedes team with race and travel wear, as well as factory, office and hospitality clothing.
The distinctive Tommy Hilfiger logo will debut on the Mercedes-AMG F1 W09 EQ Power+ car at the team's launch event at Silverstone on February 22.
"We are delighted to welcome Tommy Hilfiger to Mercedes-AMG Petronas Motorsport and back to the world of Formula One," said Mercedes team principal Toro Wolff.
"It is always exciting to embark on a new partnership, particularly when it touches such a key area of our team's image.
"I am positive that it will energise our brand and bring a new spin to how we are perceived from this season.
"We are excited to see how Tommy Hilfiger will dress the team this season and to showcase their exciting plans to the fans of Formula One."
Tommy Hilfiger's history with Formula One began through team sponsorship with Lotus in 1991 and continued throughout the decade.
"From the first time I attended a Formula One race, I was completely fascinated by the world of motorsports," said designer Tommy Hilfiger.
"To be re-entering this arena with World Champions Mercedes-AMG Petronas Motorsport and their number one team is an incredible way to fuse fashion and Formula One.
"I recognise the passion, spirit and drive that the entire Mercedes-AMG Petronas Motorsport team shows at every race, and these shared qualities are why I'm excited to partner with them for the upcoming seasons."
Mercedes' sponsorship deal with Tommy Hilfiger follows the departure last year from F1 of long-time clothing partner Boss which is now involved with Formula E.