Business
Formula 1’s Influence on Luxury Fashion
Written By Luc Cormier
Formula 1 seems to only grow in popularity each year, with more celebrity appearances and crossover between the track and the runway.
In 2024, LVMH signed a 10-year deal with Formula 1 for a whopping $1 billion. In 2025, Louis Vuitton was appointed as the partner for the Australian Grand Prix. Previously, Rolex and Benetton dominated the racing scene in fashion; now, LVMH seems poised to do the same. Coupled with a motocross trend in streetwear, a perfect storm for a Formula 1 fashion takeover has occurred.
Lewis Hamilton has been a major player in this motocross-over. Just last year, he was co-chair at the MET Gala. He had attended other MET Galas, but 2025 was special as a celebration of Black Dandyism. Hamilton’s look, created by Grace Wales Bonner, is loaded with symbolism: baobab flowers, cowrie shell adornments, mother-of-pearl buttons, and Whirligig African Daisy cufflinks. Each detail amplifies the celebration of Black fashion history and African heritage.
Lewis Hamilton continues to take an active role in fashion, attending the Dior Men's Spring/Summer 2023 show in January. His passion for fashion is evidenced by his willingness to experiment and his consistent attendance at events.
Getty images // gq.com
Ferrari was a little early to the party, launching its RTW collections in 2022. Each collection is certainly influenced by motocross and the drive for excellence. The most recent collection in February was minimalistic and well-crafted. Lots of leather, elegant draping and a compelling rusted denim motif.
Fillipo Fior // Gorunway.com
Major fashionista Cynthia Erivo wore Diesel and then Ferrari to the Las Vegas Grand Prix. F1 is becoming a fashion hotspot. Her brown distressed denim-and-leather look is edgy. Her grey leather look with pops of red is also exciting. I like the playfulness of Ferrari’s signature scarlet against the leather set, which feels post-apocalyptic.
Getty Images // redcarpetfashionawards.com
Getty Images // redcarpetfashionawards.com
There have also been recent rumblings that Alpine (an F1 team) have been in talks with Gucci for a partnership. They have not confirmed or denied the partnership, only telling Motorsport Week: “Alpine Formula One Team is constantly looking for new partnership opportunities and is in contact with a wide range of brands and companies as potential partners. The discussions are, however, always kept confidential, and they are disclosed only when confirmed and agreed upon by all parties.” The prospect of even more luxury fashion crossover can only mean that a spot beside in the track will only become even hotter.
I really enjoy the motocross trend. I like the emphasis on leather craftsmanship without taking it too seriously. So much colour and playfulness, yet a real demand for excellence that mirrors the passion we see on the track. Is that not what fashion should really be about? I think an F1 x Fashion era is interesting because it's a win-win for everyone. LVMH (and maybe Kering?) gets to promote their brands through celebrity style, F1 gets to promote its events, and I get to look at beautiful people wearing beautiful leather jackets.
