From the pole to the runway
Photo: Lewis Hamilton/Instagram
From the pit lane to the runway, Formula 1 has become a surprising influence in fashion.
Luxury brands are sponsoring the sport, drivers are stepping into roles as brand ambassadors, and the paddock has turned into its own runway—drawing as much attention as any pole position.
When you think about a fashion icon on the paddocks, no conversation is complete without Lewis Hamilton. The seven-time world champion has become a fixture in the fashion scene, seamlessly merging high performance with high fashion.
Regularly featured in high fashion editorials, he collaborated with Tommy Hilfiger and walked in the 2021 Paris Fashion Week for Balenciaga—proving that his influence extends far beyond the track.
And it’s not just the drivers entering the world of fashion—fashion houses are racing to capitalize on the F1 boom. In 2023, Puma became the official outfitter of F1, while brands like Balenciaga, AlphaTauri (Red Bull’s fashion label), and Palm Angels have all taken inspiration from racing aesthetics. Bold logos, leather jumpsuits, driving gloves, and racing stripes have all found their way into seasonal collections.
Chanel’s 2022 Cruise Collection was a love letter to Monaco’s lifestyle and racing legacy. Presented against the backdrop of Monte Carlo’s harbor, the show intertwined classic sophistication with racing-spired silhouettes, a nod to the sport while totally embracing the true essence of the city.
Photo: Cortesia/Chanel
Photo: Gabriel Gavinelli/F1Mania
And it does not stop at Puma. Louis Vuitton also announced a ten-year partnership with F1. With the deal the brand will have a significant presence around the races across the globe, bringing its heritage of craftsmanship and prestige to the high-speed sport.
Formula 1 is no longer a trend, but a full blown movement. Designers taking inspiration from the races, luxury brands forming long-term partnerships and drivers becoming fashion icons. The sport is turning into a global runway of its own. Whether you’re into F1 or not, you can’t deny that the sport has taken the fashion world by storm.
