Lando Norris might be in competition with Max Verstappen for the championship, but when it comes to style, he has his DRS activated. The 25-year-old McLaren driver has quickly become one of the sport’s most stylish figures, slowly embracing a cool Gen Z look with high-end brands catching the eye of fans and fashion enthusiasts everywhere. From his constantly improving paddock fit checks to becoming the face of luxury brands like Ralph Lauren Fragrances and Tumi, Norris is skillfully balancing both worlds. In the growing phenomenon of F1 fashion, Norris is definitely at the forefront.
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The sport is now almost equivalent to a runway in its own right, with drivers influencing the fashion space—especially with LVMH now becoming a significant part of the sport’s partnerships.
From Paddock to Photoshoot
Swipe to see some of his paddock looks
Just a few months ago, you could only picture Norris in his classic team colours, but now he’s taking risks, with inspiration possibly drawn from Lewis Hamilton. Norris is becoming one of the few drivers who can make the paddock feel like a cool place, where logos are everywhere on everyone’s t-shirts.
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His looks have become highly anticipated on race weekends—especially with the upcoming Las Vegas Grand Prix—demonstrating how F1 drivers can use fashion to express themselves.
Luxury Partnerships
Norris’s style evolution hasn’t gone unnoticed by brands in the market, which are eager to tap into the massive following the sport has generated. Just a few weeks ago, Norris was appointed as the face of Ralph Lauren Fragrances, bringing an edge to the brand and tapping into his charm and rising star power. This partnership marks him as one of the few F1 stars who can bridge the worlds of luxury fashion and high-speed sports.
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In addition to Ralph Lauren, Norris has been the face of Tumi for the past few years, a high-end travel brand known for its sleek designs and focus on functionality. The collaboration feels like a natural fit for a jet-setting driver, and Tumi’s performance-driven design ethos resonates with Norris’s high-paced lifestyle. You’ll also often see him participating in fun campaigns for Levi’s, which has been a long-time partner of McLaren.
The Cool Kid
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Norris’s personal merch line is quickly becoming one of my favourite aspects of his wardrobe, especially the LN Academy drop. His merchandise is different from your typical fan gear—it’s a fun, bold, and trendy line that shows his cool-kid persona. Rather than sticking to the usual formula, Norris’s collection features bold graphics, eye-catching designs, and a laid-back aesthetic that feels like it was made for the streetwear scene, yet still speaks to the energy of F1 fandom.
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