P1 Fashion In The 2025 Formula 1 Season
With the start of the 2025 Formula 1 season at the Australian Grand Prix, we have already seen some fascinating race results, brand new teamwear collections, and apparel partnerships. Adidas has partnered with Mercedes-AMG and Castore with Red Bull, and the team kits have exploded in popularity considering Formula 1’s influence in modern culture. Formula 1 is, of course, the beautiful combination of speed, strategy, and sheer human daring played out on the world’s fastest stage. However, the teams and drivers themselves, let alone the grand prix events, have signaled a greater shift of luxury and style beyond the paddocks and into the heart of global fashion culture.
Lewis Hamilton said, “there was [once] a sense that high fashion and high performance couldn’t exist alongside each other.” What is evident in 2025 is that from the grid to the runway, fashion’s motorsport moment has been given the green light. In fact, according to Karla Otto agency, “Formula 1 is the second fastest-growing sport contributing towards the Earned Media Value (EMV) of fashion brands, surging 35 percent in 2023.” A sport that combines luxury, speed, heartthrobs, and has social media presence is sure to be a marketing phenomenon, especially with the rise of the Netflix docu-series Drive to Survive. It is a sport for the rich, with leading brands like Rolex, Moët & Chandon, and an outrageous entry price, but that is where so much of its beauty comes from.
Perhaps the most notable marker of the season is Louis Vuitton’s signing of a decade contract as a sponsor of F1. Like F1, Louis Vuitton is synonymous with luxury and heritage, but they also know how to create a spectacle. With the new branding of the Australian Grand Prix as the Louis Vuitton Australian Grand Prix, I am very certain that we will be seeing the focus of Vuitton as a whole shift to the pillars of F1 and its primary audience. Already, they’re redefining the visual language of a sport known for speed and precision by injecting it with even more opulence, theatricality, and old-world glam.
With Pharrell Williams at the lead of the entire menswear industry, LV has already been toying with futurism, play, and spectacle. Formula 1 gives them the perfect runway to turn fashion into a full-sensory experience on and off the track.
In other words, expect to see Louis Vuitton designing not just for the runway, but for the raceway, tailoring its luxury to the world of pit stops, champagne showers, and globe-trotting fandom.
This is fashion’s high-speed future, and Vuitton just floored the gas.
The team that historically catches the most eyes is none other than Scuderia Ferrari. Ferrari’s signature “Rosso Corsa” red is instantly recognizable on and off the track. This season, the Scuderia Ferrari team is not only performing on the track but setting trends off it – especially with a fresh new driver lineup and an even bolder presence in luxury streetwear.
This year, they are partnering with Puma again to create a shoe that highlights the optimal performance and sleek racing style that an F1 driver possesses, while maintaining the influence of heritage and luxury that Scuderia Ferrari is known for. The clothing comes in the Rosso Corsa color with the yellow emblem that is so easily recognizable. Charles Leclerc is also featured as the face of the campaign, charming millions as the European heartthrob of the season.
Ferrari is also continuing their race collaborations with Puma, Richard Mille, Ray Bans, and Brunello Cucinelli.
On the Red Bull Racing Team, we will see primarily AlphaTauri, and a whole lot of it considering the speed of its newly announced global fashion ambassador, Max Verstappen. The global fashion brand has chosen Verstappen as a clear ambassador, as he dominated the 2024 season and did so with an attractive confidence that will continue to display their clothing at the twenty four locations on the 2025 Formula 1 calendar. He brings his personal commitment to remaining true to himself and his own style with this new collaboration.
Red Bull has also given Verstappen a helmet for the 2025 season, inspired by the helmet he wore when he first started racing at the age of four. The helmet is designed as a tribute to his father, Jos Verstappen, whose own helmet left a lasting impression on Max.
This season is just beginning and I have already seen the rise of fashion’s influence on and off the track. The stakes are only getting hotter. From pit lane to podium, and even onto the Met Gala red carpet, fashion is leading the charge. Buckle up, because we’re only on lap two!
Xoxo,
Annie
