As the Las Vegas F1 Grand Prix begins in just 10 days, this week we explore the growing cultural impact of the luxury motorsport, led by Audi’s unveiling of its debut concept for the 2026 F1 season. On Monday, Aston Martin took center stage at the Walpole British Luxury Awards, receiving the prestigious “Game Changer” accolade for its Valhalla supercar, described as a striking fusion of F1 engineering, hybrid innovation, and sculptural design that proves the performance edge of being synonymous with F1.
Among the evening’s guests was Rowan Row, the OG luxury lifestyle YouTuber and digital creator, who sat down with us this week to discuss his evolving automotive content, Aston Martin press trips, and high-profile brand collaborations. Plus, we spotlight a new wave of Asian influencers who are driving fresh perspectives on what luxury motoring means to the next generation of consumers — here are some favorites from Xiaohongshu, in case you missed it. As Formula 1’s cultural influence accelerates, so too does its power to shape style. From the F1 Paddock Club to the red carpet, Cars & Culture continues to chart how motorsport and modern luxury are evolving into a trailblazing global movement.
Spotlight: Wynn Las Vegas #
The fourth annual Concours at Wynn Las Vegas, held October 30 to November 2, once again positioned the Strip as a global stage for automotive artistry and innovation.
Presented in partnership with Richard Mille, the 2025 edition showcased more than 600 exceptional vehicles valued at over $1.1 billion, alongside record-breaking gatherings from marques including Bugatti, Pagani, and Lamborghini. A marriage of haute horology, design excellence, and the Wynn hotel's signature luxury hospitality, the event underscored how collaborations between luxury brands are redefining the modern Concours experience.
This unexpected color is taking over the world’s hottest watches
Audi unveils concept car for first F1 of 2026 #
Unveiled at a high-profile launch event in Munich, Audi debuted the color scheme for its first-ever Formula 1 car featuring titanium, carbon black, and Audi red. Audi's reveal opens a new chapter in the brand’s motorsport history. The company’s entry into F1 in 2026, following its acquisition of the Sauber team, symbolizes Audi’s ambition to fuse performance design and cultural impact on a global stage.
Led by CEO Gernot Dollner, the move underscores Audi’s intent to compete for championships by 2030, leveraging its engineering excellence and brand prestige to appeal to a new generation of global fans, especially in key markets like China, where performance and luxury intersect, and the F1 fanbase is thriving. |n China, its largest single market, Audi’s deliveries are still in decline, as the brand adapts to intense local competition and launches region-specific models to regain momentum — the cultural capital of joining F1 will give the wider company a boost. Perhaps some luxury Audi F1 merchandise is on the horizon. Watch this space.
China’s 1st F1 driver Zhou Guanyu on his career so far
Insta-post of the week #
Spotlight on: Rowan Row @rowanrow (1.7M on Instagram) #
London-based content creator, model, and entrepreneur Rowan Row first gained fame as a content creator in the mid-2010s, following a career as a dancer. Today, Row collaborates with top-tier fashion and luxury brands, inspiring millions across Instagram and YouTube (2.2m) with his elegantly curated lifestyle, and impressive longevity in the industry.
How did you get into cars?
I’ve always been drawn to design and performance, and cars naturally combine both. Over time, it became more than just interest; it’s part of my lifestyle and content now.
Best automotive brand trip you’ve been on?
The Aston Martin trip in Seville has to be one of the best. Driving the new Vantage through those scenic Spanish roads was unreal — the mix of performance, style, and location couldn’t have been better.
If you could own any car in the world what would it be?
It would have to be the Aston Martin DB5 ... the ultimate classic. It’s timeless, elegant, and carries that James Bond charm that never fades.
Are there any key trends that you are seeing in automotive marketing this year?
Definitely a shift towards lifestyle collaborations. Brands are focusing more on integrating cars into fashion, travel, and digital content rather than just talking about performance.
Favorite automotive x fashion collaboration?
Has to be Porsche x Aimé Leon Dore … they’ve nailed that balance between classic heritage and modern minimalism. It’s authentic, effortless, and fits perfectly into today’s lifestyle aesthetic.
Thoughts on Chinese car brands?
They’re growing fast and making serious moves, especially in the electric space. Some of the designs and tech are really impressive now.
Which car brand is winning in culture in 2025?
Aston Martin. They’ve managed to blend heritage and modern luxury perfectly. The brand still feels aspirational, but with a cool, contemporary edge.
Alexa Chung talks Shanghai, Britishness, and Barbour
Content creators to follow #
Victoria Kim, @hanavocado_ (3.5M): Korean-New Zealand-Australian automotive creator, streamer, and drift enthusiast known for combining car culture, comedy, and community — captivating millions with her infectious energy, engine sound impressions, and cross-continental motorsport lifestyle.
Hana Burton, @hanabuu_ (595,000): Based between Los Angeles and Japan, Hana is a Japanese race car driver who has also grown to become a celebrated creator — she races for Team Tom's in the Kyojo Cup series.
Sara Choi, @sara.choi (566,000): Sara Choi is a Korean‑American automotive creator and drift enthusiast based in Tokyo whose content fuses high‑performance car culture, global car‑meet experiences and lifestyle moments into one bold, dynamic feed.
Meet China’s car culture stars on Xiaohongshu
In auto-luxe: Volvo x Sergio Hudson #
To celebrate 70 years in the U.S., Volvo Cars debuted a limited-edition collection created in partnership with Sergio Hudson. The collaboration brings together two brands with a shared vision rooted in South Carolina — Hudson, a native of Ridgeway, and Volvo Cars, whose flagship Volvo EX90 SUV is assembled at the company’s manufacturing plant in Ridgeville, outside of Charleston. Recognized for empowering tailored designs, Hudson has dressed the likes of former U.S. Vice President Kamala Harris and former first lady Michelle Obama.
Can automotive brands truly break into fashion?
Get stories and interviews exclusive to the Cars & Culture newsletter—plus the latest in automotive culture.
Cars and Culture Issue #021
When it comes to fashion or cars, effective collaborations create cultural relevance, especially when trying to engage crucial markets. From Mercedes Benz leading ‘Class of Creators’ Project of 2025 featuring concept cars by Hot Wheels, Ice Spice, Colm Dillane, League of Legends, and Gustaf Westman, to Porsche’s latest Labubu move (see below), carmakers are leaning into art, pop culture, and lifestyle to stay relevant.