Formula 1: runway on wheels
How fashion and motorsport built a sleek, powerful bond, turning F1 into fashion’s next global showcase
The fashion world is always on the lookout for new stages, and recently, it’s found one in the most unexpected of places: the starting grid of Formula 1. These days, you're just as likely to spot A-list celebrities in F1 team garages as you are on the front rows of fashion week. The buzz is real, and we may just be witnessing the birth of a new hybrid concept: Fashion Weekends with the roar of engines and racetracks replacing catwalks and spotlights.
In the past few years, Formula 1 has transformed, evolving from an exclusive club for speed connoisseurs into a global visual phenomenon. Thanks to a fresh marketing strategy, the Netflix series "Drive to Survive," and an influx of luxury fashion brands, F1 has become a symbol of accessibility and aesthetic reinvention.
photo: instagram/scuderiaferrari
Recently, Louis Vuitton announced a major partnership with Formula 1 – and judging by the season opener in Melbourne, they’re not holding back. The LV logo adorned nearly every inch of the track, from curbs and massive paddock banners to the custom trophy trunk that stood proudly on the podium beside the three top drivers.
photo: instagram/louisvuitton
No longer are F1 sponsors limited to banks and tech giants – luxury brands have taken the wheel, becoming key players in the culture of racing. Is this the continuation of the catwalk?
One of the earliest fashion pioneers to recognize the potential of F1 was Hugo Boss, who’s been outfitting drivers since 1981. Legends like Ayrton Senna, Lewis Hamilton, and Fernando Alonso have all worn the brand’s suits. Remarkably, at 43, Alonso remains a Boss ambassador, proving that style knows no age. Through such partnerships, brands embed themselves in racing culture, with drivers becoming living extensions of their DNA through style, charisma, and identity.
photo: instagram/boss
In 2018, Tommy Hilfiger joined the high-speed party, signing with the Mercedes-AMG Petronas team. But Hilfiger didn’t stop at logos – he built a stylish “pit crew” of ambassadors like Gigi Hadid, Kendall Jenner, and Lewis Hamilton. In a standout campaign, Hamilton tore up the track in a Mercedes with supermodels in tow. The duo even launched the Tommy x Lewis capsule, showing that today's F1 stars are more than athletes – they’re influencers shaping fashion narratives.
photo: instagram/tommyhilfiger
Major fashion houses like Chanel, Diesel, and Balenciaga have also jumped on the motorcore trend, releasing capsule collections inspired by the high-octane world of racing. And it’s not just the luxury names getting in on the action – mass-market players like H&M and Bershka have launched their own motorsport-inspired lines, which sold out nearly as fast as the cars on the track.
photo: instagram/scuderiaferrari
Formula 1 has outgrown its identity as a purely competitive sport. It’s now a full-fledged lifestyle phenomenon, picking up speed with every season. No wonder the fashion world is racing to collaborate – designers see F1 as the perfect new platform to promote not only their products and accessories but also a way of life, a set of values, and an aesthetic that feels exciting, exclusive, and deeply aspirational.
