Fashion and Formula One

By Caroline Albert

JONATHAN BORBA/ PEXELS 

NIAYAH ALEXIS / @niayahalexis on Pinterest 

Formula One oozes speed, drama and luxury. The sport captivates its audience with the thrill of danger and the drama that can only come from the intricacies and ruthlessness of racing.

The sport's audience has grown in past years, largely because of its increase in popularity in various parts of the world. Formula One has had a large following in Europe for decades. However, the sport has recently gained traction in countries such as China, the United States, Canada and more, mainly due to Netflix's 2019 docuseries: Formula One: Drive to Survive.

This increase in popularity has caught the eye of a multitude of fashion companies looking to partner with teams and drivers. For instance, this year Carlos Sainz, a driver for Ferrari, was named a global ambassador for L’Oréal Paris and starred in a campaign for their hair care line, Elvive.

Additionally, Lewis Hamilton, a seven-time world champion, is a driver who has a prominent role in the fashion industry. Hamilton was recently announced as a global brand ambassador for Lululemon and has attended the Met Gala.

Furthermore, being a Ferrari driver, Hamilton can be seen wearing Ray-Bans, Puma tracksuits and other brands that sponsor the team. On top of that, the world champion gained a lot of media attention for his unique style compared to other drivers on the grid.

Nonetheless, fashion plays a bigger role in the sport than team sponsorships and driver collaborations. Many fans follow what drivers and well-known team members are wearing off-track as much as they follow the sport. Drivers typically enter the paddock wearing designer brands or statement looks that can gain fanfare. Brands like Boss, Tumi, Puma and Reiss are commonly seen in the paddock, whether through sponsorships or personal style.