In recent years lifestyle – and fashion in particular – has been increasingly present in Formula 1, from the paddock to on-track branding. With LVMH becoming a Global Partner in 2025 under a historic 10-year agreement, it is clear that the sport’s love for fashion – and fashion’s love for the sport – continues to grow.
Fashion, however, has always been part of Formula 1’s identity. From luxury labels to sportswear brands, collaborations with teams and drivers have helped define the sport’s DNA. The paddock and circuits became the perfect stage to project brand identities – whether through team wear sponsorships or bold liveries – turning the sport into the cultural, technological and stylistic showcase it remains today.
Before Hollywood’s F1 movie reignited the spotlight, the sport had already established some of its most iconic fashion partnerships. From Italian label Benetton boldly stepping up as a full team owner in the 1980s, to Lewis Hamilton turning heads in designer looks at the Met Gala, fashion has long had a front-row seat in Formula 1.
Benetton: the fashion brand that built a Formula 1 team
Few collaborations were as revolutionary as Benetton’s years in Formula 1. In the 1980s, the Italian clothing brand – known for its famous United Colours of Benetton line – entered the sport as a sponsor. Their first deal came with Tyrrell and the iconic green 012, where the Benetton logo was highly visible.
Hungry for more, Benetton partnered with Alfa Romeo in 1984, then took the unprecedented step of buying the struggling Toleman team in 1985. Just a year later, the Benetton family had its very own F1 constructor, already celebrating victory at the Mexican Grand Prix in its debut season.
Under Flavio Briatore’s leadership and with rising star Michael Schumacher, Benetton became a frontrunner by the early 1990s and secured back-to-back Drivers’ Championships in 1994 and 1995. Before selling to Renault in 2000, Benetton had already shown that a fashion house could go far beyond sponsorship – much like Red Bull would later do with an energy drink.
Air Zoom Schu: How Nike brought sneaker culture into Formula 1
1996 was already monumental for Michael Schumacher. He had just joined Ferrari after winning two titles with Benetton, and Nike, fresh from revolutionising basketball with Michael Jordan, decided it was time to enter Formula 1.
The partnership lasted until 2002, with Nike supplying Schumacher’s custom racing boots. They also released the Air Zoom Schu – a limited-edition trainer with a carbon-fibre sole and the driver’s signature. It became a collector’s item, bringing sneaker culture into Formula 1 like never before.
Sergio Tacchini and Ayrton Senna’s breakthrough in Monaco
Long before Jannik Sinner officially became a “Friend of F1” in 2024, the Italian tennis and leisurewear brand Sergio Tacchini had already made its mark. In 1984, the year a rookie called Ayrton Senna made his debut, the brand partnered with Toleman, creating one of the earliest notable crossovers between sportswear and Formula 1.
Sergio Tacchini’s branding appeared on the team kit and even on Senna’s helmet. The Italian label gained unmatched exposure on the streets of Monaco that year, when Senna rose from 13th on the grid to finish second in torrential rain – a moment that marked the emergence of his immense talent.
Armani and Ferrari: The art of Made in Italy
If there is a fashion house synonymous with Italian culture and elegance, it is Giorgio Armani. Known for minimalist tailoring that redefined menswear and womenswear in the 1980s, Armani carried that same vision into Formula 1 by announcing a multi-year partnership with Ferrari in 2021.
From that moment, the luxury brand has provided formalwear for the Scuderia to wear off track. Tailored Armani suits for Charles Leclerc and Carlos Sainz became a fixture at gala dinners, sponsor events and official appearances – a collaboration reflecting two brands united by their obsession with quality, precision and Italian elegance.
Tommy Hilfiger: From Lotus to the Met Gala
Although known today for one of F1’s most iconic partnerships – with Lewis Hamilton and Mercedes – it actually began with Lotus. From 1991 to 1994, Tommy Hilfiger put his branding on the teams’ car, later partnering with the Scuderia to provide official teamwear until 2001. After a hiatus, the brand returned in 2018 as Mercedes’ apparel partner and launching the hugely popular Tommy x Lewis collections.
What makes this partnership stand out is how Hamilton himself became the face – and often the designer – of the brand’s Formula 1 presence, claiming his status as a true fashion insider both in and outside the sport. The British champion has consistently made headlines with daring arrival looks at the paddock in what became known to his fashion-forward fans as “Hamilton’s Fashion Week.”
Hamilton’s presence in the worldwide fashion conversation amplified Tommy Hilfiger’s visibility far beyond branded uniforms – it turned the collaboration into a cultural conversation.
Now an Official Partner of F1 ACADEMY, Tommy Hilfiger has extended its footprint with distinctive livery designs and collaborations with driver Alba Larsen for the 2025 season.
The brand even transcended cinema by sponsoring the fictional APXGP team in F1: The Movie, and made headlines when Damson Idris arrived at the 2025 Met Gala in a full F1 race suit and helmet before revealing his tailored Tommy Hilfiger look – a moment that shone alongside Hamilton’s inspiring role as co-chair of the Gala.
Having attended the Met Gala seven times since his debut in 2015, Hamilton’s influence extended far beyond being a guest. In 2025, he helped shape the theme “Superfine: Tailoring Black Style,” which he honoured with an acclaimed look by British designer Grace Wales Bonner, rich in symbolism and storytelling.
The rise of fashion in Formula 1 has blurred the lines between sport and lifestyle. From brand launches on the grid to appearances at Fashion Weeks – such as New York Fashion Week, where Mercedes played a role not only through Tommy Hilfiger but also as a former title sponsor – the presence is clear.
