Fashion and sport have always been connected. Whether it’s the Wimbledon whites and the influence of tennis core sculpting our summer wardrobes or football jerseys becoming streetwear staples, athletic influence has long seeped into our closets. Yet now it seems that there is one sport that has emerged as a fashion powerhouse: Formula 1.
As proof, Louis Vuitton has just secured a ten-year partnership with Formula 1. As part of the partnership, the luxury French brand created a special edition FIA Formula One World Championship trophy trunk to honour Formula 1’s 75th anniversary. The trophy trunk will be awarded to the best driver of the season at the end of the year. Then there are the drivers sitting front row and Fashion Week, their girlfriends becoming street style fashion icons, and the launch of Ferrari Style.
From the pit lanes to Paris Fashion Week, F1 is having more and more of an influence on fashion. Here is everything to know about the past and present relationship between fashion and F1.
The History of F1 Fashion
The connection between fashion and Formula 1 isn’t exactly new. Back in the 1960s and 70s, drivers like James Hunt and Jackie Stewart were the original cool kids, oozing charisma in their aviators, sideburns, and effortlessly disheveled charm. It was all very rock ‘n’ roll meets racetrack.
The link between fashion and F1 really hit the accelerator though in the 90s. Drivers were becoming household names, races were international social events and the paddock had a front-row seat to the rise of the supermodel with Naomi, Cindy, and Claudia regularly seen at races.
With fashion brands such as Tommy Hilfiger, Hugo Boss, and TAG Heuer getting in on the action through sponsorships, F1 became aspirational. Not just for the fast cars but for the lifestyle and the look. We began to see the emergence of sports luxe and logomania before the terms even existed.
Ferrari Style
Beyond dominating circuits, Ferrari has made a serious push into fashion with its eponymous luxury label, Ferrari Style which launched in 2021. When you think of Ferrari fashion you’re likely picturing merch emblazoned with the logo, but trust me this brand is no gimmick. Their collections are full of sleek pieces you actually want to wear. Creative Director Rocco Lannone has turned Ferrari’s fashion house into a runway-worthy brand that is always one of the highlights of Milan Fashion Week.
F1 Drivers and Wags
Lewis Hamilton is possibly one of the most recognisable names in Formula 1, but it appears he is also making a name for himself in the fashion world. He has designed several collections with Tommy Hilfiger since 2018 and has released multiple capsule collections with Dior too. He also acted as a co-chair for the 2025 Met Gala.
Charles Leclerc has not only captivated fans with his driving, but with his polished yet understated style too. Charles leans towards a Mediterranean aesthetic with classic tailoring and neutral tones. Then there’s Lando Norris, whose style has grown up right before our eyes. Once the fresh-faced rookie in hoodies and sneakers, Lando is now dabbling in high-end streetwear and statement pieces. Often mixing brands like Palm Angels and Prada with his own karting-inspired fashion label, Quadrant.
The WAGs (Wives and Girlfriends) of Formula 1 are too having a fashion moment. No longer relegated to the sidelines, these girls are becoming trendsetters in their own right. Alexandra Saint Mleux in particular is a fan favourite. He style is the epitome of elegance so it’s not at all surprising that everything she wears tends to instantly sell out. Alexandra often shops at affordable brands such as Meshki, Zara, and Stradivarius which gains her extra points.
F1 Sparks a Global Fashion Trend
To spot the influence of F1 in fashion all you have to do is look to the runways. Balenciaga has nodded to racing suits and technical outerwear in its futuristic collections while Prada’s use of nylon and structured silhouettes channels pit-crew practicality. Tommy Hilfiger is a long-time F1 collaborator and has leaned into retro-racing nostalgia with bold stripes and colour blocking. Even Gucci has embraced checkerboard prints recently giving a vintage nod to the aesthetic.
Get the Look
The good news is you don’t need a flashy sportscar to get the Formula 1 aesthetic. The easiest way to achieve the look is to start with the jacket. Opt for a bomber or structured racing-style jacket in a colour-blocking design.