The fast track to influence: F1, fashion, and the female fan economy

Fashion and Formula 1 have become inseparable. Fueled by the sport’s rapidly expanding female fanbase, the racetrack has transformed from a traditionally male-dominated arena into a premier cultural stage. Recognizing this shift, brands worldwide are accelerating their strategies to tap into the sport’s formidable potential. This crossover was cemented when F1 announced LVMH as a 10-year global partner starting in 2025, highlighting the power of brand-sport alliances. The Paris-based conglomerate, whose portfolio includes watchmaker TAG Heuer and champagne house Moët & Chandon, plans to integrate its logos and products across the race circuit, ensuring prominent visibility to its global audience. Such visibility translates directly into commercial influence. A 2025 survey by F1 reveals that viewers are 33% more likely to consider a sponsor’s product over a non-sponsor’s, a figure that surges to 40% among Gen Z and 50% across the Asia-Pacific region. This makes the sport a uniquely powerful engine not just for brand promotion but for tangible business growth. Female fans and the new economics of F1 Toni Cowan-Brown, a San Francisco-based technology and F1 commentator, underscores the critical importance of the female audience. Women account for 80% of all purchasing decisions, which is precisely why their growing presence is transforming F1 into a vital commercial and cultural stage. “When you convert a female fan, you aren’t just adding one new fan to the ecosystem; you are adding many because women self-organize, they plan for friends and family, and they travel as groups,” says Cowan-Brown. “Women control two really important things: money and relevancy. Both are things that most brands are constantly chasing.” According to Esme Buxton, founder of The Paddock Journal, a digital and print publication that explores the intersection of fashion and motorsports, the rise of female fandom represents a fundamental lifestyle shift. According to the F1 survey, 75% of new fans are women, overwhelmingly young, and based in key growth markets including the U.S., India, and Southeast Asia. “The ‘boys club’ culture is changing as more female-led brands, such as Elemis and Charlotte Tilbury, invest in the sport, and the rise of F1 Academy shows that women belong in motorsport,” says Buxton. “It was never the case that women weren’t interested; it’s just easier to find each other now.” “For many female fans, F1 is a lifestyle. They want to immerse themselves in the world as much as possible. Tapping into this in a meaningful way could be the future of the sport,” she adds. From WAGs to women with power This shift in perception also extends to the language used around women in F1. Buxton notes that the term “WAGs,” used to describe the wives and girlfriends of high-profile sportsmen, is historically loaded with stereotypes and misogyny. It has also invited unwanted media attention and public criticism, often damaging both the women’s personal lives and the athletes’ professional brands. “While many drivers’ partners have full careers and identities of their own, they’re too often narrowly seen as just ‘an F1 WAG,’” Buxton explains. “That’s changing, especially as the female fanbase grows. Figures like Susie Wolff are making the case that style belongs in racing. Who says you can’t be an elite athlete and look fabulous still?” “Personal style is also a currency. The more individuals communicate themselves through their style, the more attention they attract,” she continues. “In 2025, you could really see which teams and drivers were putting thought into their personal style and which weren’t. It might not help them win races, but it helps build their brand and attract attention.” Social media has also shifted the power dynamics in sports by amplifying women’s voices and fostering communities that affirm their presence. Yet, as Cowan-Brown stresses, women have long been integral to Formula 1. “There is this misconception that women weren’t previously in Formula 1, but let’s not forget that the wives and girlfriends used to be the timekeepers of the sport — some were extraordinary at it. Judy Stropus, for example, was a legendary timekeeper. We also had more female drivers in F1 in the first 30 years than we have had in the last 40,” she says. The key, she argues, is not just to remember their past contributions but to actively build on that legacy. “With that last point I'm comparing apples to pears, but still, I don't want us to erase the incredible women who came before us. For change to happen, we are going to need women at every level of the sport — from the drivers, all the way to race promoters and series holders and owners.” A new wave of paddock icons This growing female fanbase is infusing race weekends — from free practice to the podium — with a new focus on fashion and style. Drivers and their partners are now central attractions, as fans on social media curate and celebrate their looks, often purchasing inspired pieces themselves. The F1 survey shows that one in three global fans considers fashion an important part of their fandom, a figure that climbs to 58% among Gen Z, 58% among women, and 59% among newer fans. Thus, the paddock is no longer just a pit lane; it’s a runway. This influence is personified by a new wave of paddock fashion icons. Influencer Alexandra Saint-Mleux, for example, often sets trends followed by stars like Francisca Cerqueira Gomes, a frequent wearer of Meshki, which partnered with Saint-Mleux for a 2025 capsule collection. Similarly, Chinese LPGA golfer Muni “Lily” He is celebrated for her chic, sporty ensembles. Their style choices often carry cultural weight. At the 2025 Chinese Grand Prix, Saint-Mleux wore a look from the Hong Kong-based label Sau Lee, a nod to Chinese cultural influence that resonated powerfully with fans. This sartorial dialogue is strategic: fashion remains a key pillar of fandom for 56% of Asia-Pacific, while China alone accounts for 221.1 million fans. As Buxton says, few sports travel the globe like Formula 1, making cultural references “absolutely essential, as [they are] part of the sport’s magic.” This fusion of F1 and culture unlocks significant market potential. According to Moqian Sun, founder of The Harvest marketing consultancy, Gen Z consumers in China place measured trust in influencers who champion localized clothing brands. These influencers typically build credibility by offering styling guidance and contextualizing the materials, designs, or cultural narratives behind a product. In contrast, audiences remain highly skeptical of generalist influencers who lack deep expertise and promote brands primarily for commercial exposure. “Influencers help make traditional and localized fashion more accessible and relatable, breaking down stereotypes by demonstrating how to integrate hanfu into modern wardrobes or showcasing how Guochao brands merge heritage with contemporary aesthetics,” Sun says. “The key is bridging the gap between content and checkout. That’s why so many local brands partner with influencers, offering exclusive promo codes, limited-run items, or live shopping streams designed to convert followers into customers on the spot,” she adds. As sports and fashion continue to merge, Formula 1 takes pole position in shaping the future of cultural trends.

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The fast track to influence: F1, fashion, and the female fan economy