Fashion in Formula 1: How the paddock became global catwalk
The world of fashion has so often been seen as belonging to a select few outposts in London, Milan, Paris and New York. But in 2026 it now belongs, at least in part, to sport. That’s not to say Roman Abramovich is buying Vogue or the Saudi Arabian Public Investment Fund ponders whether to back [...]
Fashion has long been associated with exclusive fashion capitals like London, Milan, Paris and New York. However, in 2026, the world of fashion has expanded to include the realm of sport. Luxury brands and sports apparel companies have found their way into Formula 1, transforming the paddock into a global catwalk.
Formula 1 has signed a 10-year, $1bn deal with LVMH, the parent company of luxury brands including Louis Vuitton, Christian Dior, and Tag Heuer. The sport now features fashion labels as sponsors, traditional sports apparel brands delivering entire collections to the paddock, and even a fashion house as a primary sponsor.
Niklas Oppermann, co-founder of Williams Racing sponsor Carl Friedrik, highlights how every aspect of Formula 1, from liveries to trackside branding, is broadcast globally across all sessions throughout the weekend. The sport's rich design and engineering heritage provide a deep creative archive to reinterpret through a new lens.
Oppermann's latest collection, "Grove," draws inspiration from Formula 1's 1990s heyday, featuring a classic chestnut-and-cream palette and motifs that nod to the era while still feeling distinctly unique.
The Sponsor's Sean Connell notes that fashion now sees Formula 1 as a traveling catwalk, replacing cultural moments like the Oscars or fashion weeks. Lewis Hamilton has been a co-chair of the 2025 Met Gala and has attended the event eight times. While Daniel Ricciardo is the only other Formula 1 driver to have attended the New York fashion week, Charles Leclerc and George Russell have been spotted on catwalk front rows.
The challenge now is that the early-adopter advantage is disappearing, with more fashion and luxury brands entering Formula 1. Brands must work harder to stand out and create meaningful cultural impact. A$AP Rocky's role as creative director for the Puma/F1 partnership and Lewis Hamilton's association with Tommy Hilfiger demonstrate the strategic moves into high fashion and streetwear.
Richard Exon of creative agency Joint emphasizes that fashion brands are drawn to Formula 1's glamour, jeopardy, celebrity, and conspicuous wealth, as well as its aspirational destinations. Formula 1's global fanbase has grown by 12% year-on-year and is getting younger and more diverse. With the sport's appeal spreading beyond traditional markets, fashion brands have a prime opportunity to create meaningful partnerships and products that resonate with the sport's audience.
Written by urgent.news from City AM's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
