When the first-ever Formula 1 (F1) race was held at the Silverstone Circuit in the United Kingdom on May 13, 1950, no one would have thought that a sport involving fast cars would enter the luxury fashion circuit. Today with the rising popularity of motorsport thanks to the Netflix docuseries Formula 1: Drive to Survive, together with super stylish drivers and brand sponsorships, F1 is finally putting its fashion foot forward. And we’re here for it. The combination of the cutthroat sport and style might seem odd at first encounter, but trend reports suggest an uptick in motorcore among a new generation of style enthusiasts.
Identity Drip
Racing drivers are slowly but surely establishing themselves as style icons. Fashion journalists and fan pages on social media now meticulously break down the paddock outfits of their favourite drivers. Also, fashion’s close entanglement with the sport has opened up opportunities for F1 drivers to break into best-dressed lists, much like other stars.
Drivers like Lewis Hamilton and Zhou Guanyu have been seen multiple times in fresh-off-the-runway clothes at the paddock or on their Instagram pages which have a massive following on their own. Sir Lewis Hamilton has also been one of the most anticipated guests at the MET Gala in recent years. Others like Pierre Gasly, Yuki Tsunoda and Charles Leclerc are catching up with their interesting style choices both on and off the paddock.
The Fan View
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We asked Rashi Gaur, who runs a popular Lewis Hamilton ‘stylepedia’ page on Instagram (@hamazinglew) since 2013, to comment on fashion’s love affair with the sport. “F1 and fashion have been somewhat associated for many years, but it wasn’t considered a significant aspect until recently. We are now having active conversations about what each driver, team staff, or others associated with F1 are wearing on and off the paddock. In all of this, Hamilton has played a key role in giving exposure to fashion as a subject and how he can express himself through it,” she says.
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“Hamilton could’ve easily just worn his team uniform, but for him, wearing these outfits is a way to embrace and express himself to his diverse fanbase worldwide. You will see Hamilton wearing custom outfits by Dior, Prada, Louis Vuitton, etc, styled to perfection by Eric McNeal,” she adds.
Branded Glamour
Ferrari is an excellent example of how an F1 team can make waves in the fashion world. The motorsport team made its runway debut in 2021 with an in-house label titled Ferrari Style, with Rocco Iannone as its creative director. The Italian brand’s best marketing strategy is getting its drivers (Carlos Sainz and Charles Leclerc) to become the face of the house.
Apart from this, Tommy Hilfiger is the official apparel partner for the Mercedes-AMG Petronas Formula One Team, providing the team’s race and travel wear. This partnership not only brought together two iconic brands but also highlighted the intersection of high-performance sports and fashion. It also allowed Tommy Hilfiger to tap into the global audience of F1 while the team gained exposure in the fashion world. The team’s driver, Hamilton, has collaborated with the label on a Tommy X Lewis collection. This drop showcased Hamilton’s sporty and casual aesthetics. His influence extends beyond the racetrack, showcasing his passion for fashion and sustainability through this partnership.
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All of this boils down to how the fashion industry keeps finding ways to delve into this sport and attract more clients, whether it’s celebrities like Kareena Kapoor, Rihanna and A$AP Rocky stepping into the paddock for brands like Puma or Kendall Jenner representing Tommy Hilfiger. A long list of high-end labels like HUGO, TUMI and BOSS have active collaborations with teams like McLaren, Aston Martin, and the Visa Cash App RB F1 Team to release exclusive merch and team uniforms.
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With these partnerships, the teams not only increase their exposure but also expose F1 to a new audience that may not have previously identified as racing enthusiasts. Apart from the drivers, celebrity guests in the VIP section are often dressed in designer fits, whether it’s BLACKPINK’s Lisa in Acne Studio at the Miami Grand Prix and Hollywood’s latest heartthrob Nicholas Galatzine repping TAG Heuer at the Monaco Grand Prix.
Fans and fashionistas are drawn to the synergy created between the fast-paced world of F1 and the fashion community now more than ever.
Read the full story on ELLE India’s new issue, or download your digital copy via Magzter.
