Fashion is making its way into the world of Formula 1. Louis Vuitton was recently announced as a Global Partner with the series for the next 10 years, jump-starting a new era of sports and fashion.
The luxury brand will also be the title partner for the inaugural race of the 2025 season in Australia. You can expect to see the brand in every corner, a first for Louis Vuitton in the sporting world.
The French designer brand will join Formula 1 for the next decade, beginning in 2025. Courtesy of Formula1.com.
Everyone knows and loves the French brand for its iconic monogram pattern, which fans can expect to see during race weekends. Louis Vuitton announced that the handmade Trophy Trunks will be used every weekend, sporting the familiar pattern alongside unique colors specific to each race.
This isn’t the first time the designer trunks have been seen in Formula 1, as they were used at the Monaco Grand Prix from 2021-2024. The trunks will be used and presented to the top three drivers at the end of the race weekend.
The trophy trunks will return to the racing series with custom designs at each race. Courtesy of Vanityfair.com.
The official partnership slogan “Victory travel in Louis Vuitton” perfectly encapsulates the new era that incorporates luxury fashion in Formula 1 in a way it hasn’t before. The collaboration is intentional, strategic, and innovative.
Having a designer brand such as Louis Vuitton is a major game changer in the sporting world. Over the past few years, fashion and sports have become fully integrated into each other's respective fields, and the momentum doesn’t seem to be slowing down anytime soon.
This announcement comes after the sport saw a major shift in branding with TAG Heuer replacing Rolex as the official timekeeper. Rolex originally held the role for eleven years, with a shocking departure that stunned fans all around.
The iconic crown photos are no longer, but much is expected for the upcoming season. Under the LVMH Group, many well-known brands can enter Formula 1 such as Dior, Givenchy, and more. This brand switch will prove extremely beneficial financially, with a $150 million annual contract.
Louis Vuitton will join the grid during its 75th anniversary, which is sure to impact races. The brand will not only be a sponsor that turns heads but will also play an active role in the sport throughout the next 10 years.
This partnership is more than a way to captivate fashion and sports fans; it also respects the brand’s history. Georges Vuitton, the son of the mastermind Louis Vuitton, designed luggage for automobiles called “auto trunks” as early as 1897.
Louis Vuitton changed the fashion and practicality game back in the 19th century. Courtesy of Bonjourparis.com.
In the early 90s, the brand launched the Louis Vuitton Classic Run, a series of vintage car rallies that take place around the world. Alongside races, the Louis Vuitton Classic Awards are an annual ceremony that highlights these classic historic and concept cars that have taken place in Paris since 2006.
The brand has long been linked to cars, and this partnership only furthers its commitment to honoring that connection.
Edited by Reese Dlabach