Formula 1 has grown to become a cultural powerhouse of tastemakers and luxury collaborations. With the 2024 calendar boasting 24 Grand Prix events spanning five continents, the stage is set for a symphony of partnerships that transcend borders and redefine the boundaries of luxury branding.
From the historic circuits of Silverstone and Spa to the new lineup additions of Las Vegas, Miami, and Lusail in Qatar, the Formula 1 circuit offers a kaleidoscope of opportunities for brands seeking global visibility and prestige.
China’s return to the calendar after a four-year hiatus was a milestone, with the inaugural F1 Sprint of 2024 adding an extra layer of excitement to the season opener.
At the heart of this convergence between speed and style stands China’s first F1 driver Zhou Guanyu, the prodigious talent who not only dominates the racetrack, but also commands the attention of the luxury world as ambassador for Dior, Lululemon, HSBC, and Hennessy.
Zhou’s endorsement deals are a testament to the symbiotic relationship between motorsport and luxury, becoming labeled widely online as the next Eileen Gu (Chinese sports icon and collab-favorite) for the fandom that is driving his growing array of partnerships.
The allure of Formula 1 as a platform for collaboration is becoming increasingly apparent, with each city on the calendar offering a unique canvas for brands to showcase their creativity. Take, for instance, the recent partnership renewal between the Aston Martin Aramco Formula One Team and Swiss luxury watchmaker Girard-Perregaux, a union of precision engineering and timeless sophistication that embodies the historic spirit of the sport.
Meanwhile, the debut of the Las Vegas Grand Prix saw a flurry of brand collaborations that captivated audiences worldwide. From Alpine teaming up with Palace Skateboards and Kappa to A$ap Rocky’s electrifying collaboration with Puma, the event showcased the possibilities when fashion, art, and motorsport collide.
Other notable collaborations included Ferrari’s collaboration with artist Joshua Vides and Puma, Lewis Hamilton’s +44 collection with Takashi Murakami, and Mercedes’ partnership with Japanese luxury fashion house Sacai, underscoring the diverse tapestry of influences that define Formula 1’s appeal.
World champion driver Hamilton continues to be synonymous with the cultural growth of F1 as a luxury phenomenon. The multi-hyphenate tastemaker frequently drives press attention when attending the F1, not only for his performance, but also for his fashion-forward style. He recently made headlines at the Chinese Grand Prix in Shanghai for sporting full Rick Owens.
As the 2024 season moves towards its conclusion at the Abu Dhabi Grand Prix in December, the stage is set for a grand finale that promises to be as exhilarating off the track as it is on it. In the ever-evolving landscape of luxury collaboration, Formula 1 is in pole position, blurring the boundaries between sport and fashion, consistently redefining what it means to be at the pinnacle of global excellence.