A Fashion Forward Formula: Finding F1’s Fashion Moment
Photo credit: Getty/design by Wesley Hall. Courtesy of Vogue.com
There’s been a lot of talk about fashion having found its moment in Formula 1. As someone with a long history in fashion, this caught my attention immediately, and I’ve been following closely ever since. I started working in Formula 1 in 2019, initially in hospitality sales, but I’ve always made efforts to lend my marketing expertise to the sport in different aspects. As one of the strongest pillars of pop culture, fashion has always been at the forefront of my thinking in this regard.
To determine whether fashion has truly arrived in Formula 1, we must first distinguish between fashion and apparel. Apparel serves a functional and practical purpose, and these would typically be comprised of team kits, fan merchandise, and performance-driven race gear. While these items help build community among fans, they don’t necessarily dictate trends or influence culture beyond the sport itself. Fashion, however, is about cultural expression, identity, and storytelling. It’s not just about what is worn, but why, how, and with what significance – this goes beyond mere functionality.
While seasonal merch drops from Formula 1 and the teams are common, fashion isn’t as deeply ingrained in the sport as recent media narratives suggest. There is still a glaring lack of cultural relevance when it comes to fashion in Formula 1. Articles have pointed to Tommy Hilfiger (which recently ended its partnership with Mercedes-AMG Petronas F1 Team), Boss, Reiss, and Louis Vuitton as proof that fashion has arrived in Formula 1. But does this claim hold up? Reiss has released some incredible collections under its partnership with McLaren Racing, and HUGO x Visa Cash App RB has delivered a standout jacket or two. Beyond that, a brand like Tommy Hilfiger had sustained a presence which seemed so easily forgotten whenever it wasn’t in the direct view of a camera. Ultimately, Fashion is more than just brands paying for visibility in a high-exposure space, it’s about true influence, storytelling, and cultural impact and many fashion brands are still struggling to win this battle in Formula 1.
There have been increased efforts recently to place more drivers at fashion shows and curate their Paddock arrival outfits, but much of that has fallen flat because the right strategies just aren’t in place. This is still a sport where just twenty drivers dominate over 90% of the screen time (off-track), and among them, only one - Sir Lewis Hamilton - can truly be considered a style star with a genuine connection to fashion. The recent Chivas Regal campaign featuring Charles Leclerc is a perfect example of what happens when there’s no clear stylistic identity. Charles lacks a standout personal style, so the result was a look that made him seem like the third member of Bruno Mars and Anderson .Paak’s Silk Sonic. Purple corduroy and cyan satin on Charles Leclerc? Heavens, no! Similarly, many drivers are locked into deals between their teams and brands that don’t align with their aesthetics - watching Lance Stroll and Fernando Alonso in a lot of the Boss campaigns is rather painful, save for that one image of Lance - you know the one!
The reality is, Formula 1 currently has no intentionally structured space for fashion to thrive. It needs to allow for the creation of dedicated platforms and structured programmes - content-based and experiential, fan-driven and F1-backed. The largest segment that makes up Formula 1’s new audience is the causal fan, and an even bigger sector yet untapped is the casual observer. These are guests who have no hardcore interest in the sport, but in the pop culture activities that happen around the sport. To service this audience, Formula 1 ought to implement entertainment assets like a Paddock shoe-cam which will take advantage of the growing number of celebrities visiting the Paddock. There needs to be an asset like a dedicated style watch on the official Formula 1 Paddock Club page built alongside an influencer strategy for structured digital content which highlights fashion brands seen in the Paddock. The resulting impact would be a rise in digital engagement and sales across the fashion industry which can be directly attributed to Formula 1. In turn, we will see increased investment in the sport from the fashion world. There has to be an intentional effort to create a fashion-driven ecosystem for the growing digital audience F1 is targeting. These areas need urgent attention. Formula 1 must build the platform for fashion to integrate into, rather than expecting fashion to fit into its existing framework. Until then, Formula 1’s connection to fashion will remain surface-level at best.
It’s also worth questioning what the fashion world is doing to mark a definitive presence in Formula 1. Have they figured out how to design for motorsport fans beyond merch and logo-heavy apparel? When will brands with clear Formula 1 synergy like Christian Louboutin, Comme des Garçons and Amiri at the higher-end, and H&M, ASOS and River Island at the lower-end placed bigger bets on the sport? When will we have more Formula 1 drivers as cover stars of the big fashion publications? I’ve held my breath long enough for the fashion world to discover the potential of Pierre Gasly – someone tell Givenchy to go beyond fragrances and tap into that man’s full potential! On another note, Ferrari has done a phenomenal job of creating a fashion brand with strong appeal, but they have yet to effectively weave this into their Formula 1 narrative.
While interest in fashion within Formula 1 is growing, we have yet to see the deep cultural integration that defines a true fashion moment. For Formula 1 to truly have its fashion moment, the sport must influence and be influenced by the fashion world in an undeniable way. It’s not enough for drivers to become brand ambassadors or for fans to scramble for limited-edition drops. Fashion needs to be a reference point in Formula 1, shaping aesthetics and fostering a creative exchange that impacts both industries equally.
