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Luxury Brands Are Racing To Invest In F1
Courtesy of Louis Vuitton
The biggest luxury brands in the world have gone all-in on F1.
Why It Wins: F1 has become a global phenomenon, winning over fans across generations and demographics. As luxury brands grapple with slumping sales and changing consumer tastes, hitching a ride with F1 offers a way to expand their audience while maintaining an air of exclusivity.
Behind The Paddock: Luxury brands are about to be all over the grid, per Axios.
LVMH inked a 10-year global partnership with the racing league worth a reported $1 billion.
TAG Heuer became the title sponsor of the Monaco Grand Prix in 2025, while Louis Vuitton became the title sponsor of the Melbourne Grand Prix.
Gucci will become the title sponsor of the Alpine F1 team beginning next year.
Lacoste teamed up with Alpine to create a concept road car for a promo video.
Last Lap: Before luxury brands felt the need for speed, star driver Lewis Hamilton was something of an ambassador for classing up the paddock, essentially creating F1’s version of the NBA’s tunnel fits. He has since become an ambassador for brands like Dior and Tommy Hilfiger before launching his own label. That helped pave the way for more drivers to elevate their style… and opened the door for fashion houses to join the race.
Next Race: Prepare for the F1 tunnel fit to go into full force this year, potentially reshaping fashion trends next season.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.