Lately way of life – and vogue particularly – has been more and more current in Method 1, from the paddock to on-track branding. With LVMH turning into a World Accomplice in 2025 beneath a historic 10-year settlement, it’s clear that the game’s love for vogue – and vogue’s love for the game – continues to develop.
Trend, nonetheless, has all the time been a part of Method 1’s id. From luxurious labels to sportswear manufacturers, collaborations with groups and drivers have helped outline the game’s DNA. The paddock and circuits grew to become the right stage to undertaking model identities – whether or not by staff put on sponsorships or daring liveries – turning the game into the cultural, technological and stylistic showcase it stays as we speak.
Earlier than Hollywood’s F1 film reignited the highlight, the game had already established a few of its most iconic vogue partnerships. From Italian label Benetton boldly stepping up as a full staff proprietor within the Nineteen Eighties, to Lewis Hamilton turning heads in designer appears to be like on the Met Gala, vogue has lengthy had a front-row seat in Method 1.
Benetton: the style model that constructed a Method 1 staff
Few collaborations have been as revolutionary as Benetton’s years in Method 1. Within the Nineteen Eighties, the Italian clothes model – recognized for its well-known United Colors of Benetton line – entered the game as a sponsor. Their first deal got here with Tyrrell and the long-lasting inexperienced 012, the place the Benetton emblem was extremely seen.
Hungry for extra, Benetton partnered with Alfa Romeo in 1984, then took the unprecedented step of shopping for the struggling Toleman staff in 1985. Only a yr later, the Benetton household had its very personal F1 constructor, already celebrating victory on the Mexican Grand Prix in its debut season.
Beneath Flavio Briatore’s management and with rising star Michael Schumacher, Benetton grew to become a frontrunner by the early Nineties and secured back-to-back Drivers’ Championships in 1994 and 1995. Earlier than promoting to Renault in 2000, Benetton had already proven {that a} vogue home may go far past sponsorship – very like Red Bull would later do with an vitality drink.
Air Zoom Schu: How Nike introduced sneaker tradition into Method 1
1996 was already monumental for Michael Schumacher. He had simply joined Ferrari after profitable two titles with Benetton, and Nike, contemporary from revolutionising basketball with Michael Jordan, determined it was time to enter Method 1.
The partnership lasted till 2002, with Nike supplying Schumacher’s customized racing boots. Additionally they launched the Air Zoom Schu – a limited-edition coach with a carbon-fibre sole and the motive force’s signature. It grew to become a collector’s merchandise, bringing sneaker tradition into Method 1 like by no means earlier than.
Sergio Tacchini and Ayrton Senna’s breakthrough in Monaco
Lengthy earlier than Jannik Sinner officially became a “Friend of F1” in 2024, the Italian tennis and leisurewear model Sergio Tacchini had already made its mark. In 1984, the yr a rookie referred to as Ayrton Senna made his debut, the model partnered with Toleman, creating one of many earliest notable crossovers between sportswear and Method 1.
Sergio Tacchini’s branding appeared on the staff package and even on Senna’s helmet. The Italian label gained unmatched publicity on the streets of Monaco that yr, when Senna rose from thirteenth on the grid to complete second in torrential rain – a second that marked the emergence of his immense expertise.
Armani and Ferrari: The artwork of Made in Italy
If there’s a vogue home synonymous with Italian tradition and magnificence, it’s Giorgio Armani. Identified for minimalist tailoring that redefined menswear and womenswear within the Nineteen Eighties, Armani carried that very same imaginative and prescient into Method 1 by asserting a multi-year partnership with Ferrari in 2021.
From that second, the luxurious model has supplied formalwear for the Scuderia to put on off observe. Tailor-made Armani fits for Charles Leclerc and Carlos Sainz grew to become a fixture at gala dinners, sponsor occasions and official appearances – a collaboration reflecting two manufacturers united by their obsession with high quality, precision and Italian magnificence.
Tommy Hilfiger: From Lotus to the Met Gala
Though recognized as we speak for one in every of F1’s most iconic partnerships – with Lewis Hamilton and Mercedes – it truly started with Lotus. From 1991 to 1994, Tommy Hilfiger put his branding on the groups’ automotive, later partnering with the Scuderia to supply official teamwear till 2001. After a hiatus, the model returned in 2018 as Mercedes’ attire accomplice and launching the massively in style Tommy x Lewis collections.
What makes this partnership stand out is how Hamilton himself grew to become the face – and infrequently the designer – of the model’s Method 1 presence, claiming his standing as a real vogue insider each in and out of doors the game. The British champion has constantly made headlines with daring arrival appears to be like on the paddock in what grew to become recognized to his fashion-forward followers as “Hamilton’s Trend Week.”
Hamilton’s presence within the worldwide vogue dialog amplified Tommy Hilfiger’s visibility far past branded uniforms – it turned the collaboration right into a cultural dialog.
Now an Official Accomplice of F1 ACADEMY, Tommy Hilfiger has prolonged its footprint with distinctive livery designs and collaborations with driver Alba Larsen for the 2025 season.
The model even transcended cinema by sponsoring the fictional APXGP staff in F1: The Film, and made headlines when Damson Idris arrived on the 2025 Met Gala in a full F1 race go well with and helmet earlier than revealing his tailor-made Tommy Hilfiger look – a second that shone alongside Hamilton’s inspiring function as co-chair of the Gala.
Having attended the Met Gala seven instances since his debut in 2015, Hamilton’s affect prolonged far past being a visitor. In 2025, he helped form the theme “Superfine: Tailoring Black Model,” which he honoured with an acclaimed look by British designer Grace Wales Bonner, wealthy in symbolism and storytelling.
The rise of vogue in Method 1 has blurred the traces between sport and way of life. From model launches on the grid to appearances at Trend Weeks – akin to New York Trend Week, the place Mercedes performed a task not solely by Tommy Hilfiger but in addition as a former title sponsor – the presence is evident.
