Motorsport news and archive

AllSaints unveils F1 collaboration with Atlassian Williams Racing

British premium fashion brand AllSaints has launched a collaboration with Formula 1 (F1) team Atlassian Williams Racing. The nine-piece limited-edition collection has been designed to combine the worlds of “cutting-edge motorsport and effortlessly cool fashion with an attitude,” explains AllSaints in the press release, drawing inspiration from...

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Fashion

Louis Vuitton bets on speed and spectacle with Monaco Grand Prix partnership

Louis Vuitton is extending its presence on the global sporting stage with a renewed focus on Formula 1, unveiling a custom Trophy Trunk for the 2025 Formula 1 TAG Heuer Grand Prix de Monaco. The move is part of a broader luxury-sector shift: aligning heritage brands with the cultural momentum of elite sport. At the Monaco Grand Prix — arguably...

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Fashion

Is Formula One fashion’s new playground?

The new Formula One season kicks off this weekend in Australia and it seems that the motorsport dominated by the likes of Lewis Hamilton and Charles Leclerc has captured the fashion world with everyone from luxury fashion houses to sportswear brands and high street names looking for a piece of the action. Once confined to a predominantly...

Fashion

Adidas replaces Puma as clothing partner of Mercedes-AMG Petronas F1

German sports giant Adidas will become a sponsor and clothing partner of Mercedes-AMG Petronas F1. The sponsorship deal is reportedly worth at least 30 million dollars, according to RacingNews365. Rumours that Adidas would replace Puma as the clothing partner of the Mercedes Formula 1 team began circulating this summer. The car brand confirmed...

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Business

LVMH signs 10-year partnership with F1

French luxury conglomerate LVMH Moët Hennessy Louis Vuitton has signed a 10-year partnership agreement with Formula 1 to become the motorsport’s global partner. The move comes as F1 prepares to celebrate its 75th anniversary in 2025 and will see several of LVMH’s Maisons involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG...

Fashion

David Gandy Wellwear designs travel kit for Jaguar TCS Racing

Model and entrepreneur David Gandy is continuing to expand the reach of his fashion and lifestyle brand David Gandy Wellwear, founded in 2021, with a partnership with Formula E race team, Jaguar TCS Racing. In a statement, David Gandy Wellwear said it would create Jaguar TCS Racing’s official travel kit for the 2024 season utilising the brand’s...

Fashion

Puma, MAPF1 and Raeburn partner on circular performance-inspired collections

Sportswear company Puma has announced a new collaboration with Mercedes-AMG Petronas Formula One Team (MAPF1) and London-based creative studio Raeburn on a performance-inspired fashion collection. Bringing together the skills and qualities of all three collaborators, the line draws inspiration and utilises elements of MAPF1’s performance wear,...

Fashion

New Era and McLaren Racing extend partnership

Sports and lifestyle brand New Era has announced a new multi-year partnership extension with F1’s McLaren Racing to “deepen and expand” their decade-long relationship. In a statement, New Era confirmed that as well as continuing as McLaren Racing’s official headwear partner, its branding will also be featured on the helmets of McLaren Formula 1...

Fashion

Hugo named official apparel partner of Visa Cash App RB F1 team

German fashion company Hugo Boss has confirmed that Hugo, its youngest brand, has been named as the official apparel partner of the Visa Cash App Red Bull F1 team. The partnership comes after Hugo’s sister brand Boss announced a similar deal with the Aston Martin F1 team in June 2022, where Boss is the official fashion partner of the team,...

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Fashion |In Pictures

Puma names A$AP Rocky as creative director of Formula 1 partnership

Sportswear brand Puma has named rapper A$AP Rocky as creative director for its Puma x Formula 1 partnership, with his first capsule collection to be released later this year. In a statement, Puma said its long-term creative partnership with A$AP Rocky would be rooted in the motorsport business with a focus on “the intersection of the sport and...

Fashion

AlphaTauri named official fashion brand sponsor for Formula 1

AlphaTauri, the premium fashion brand of Red Bull, has signed a multi-year collaboration deal with Formula 1 to become its official premium fashion apparel supplier. The sponsorship will mean that AlphaTauri will be responsible for dressing the F1 team, including senior staff and F1 presenters, as well as be involved in several fashion...

Fashion

Castore becomes Silverstone's team wear supplier

Premium sportswear brand Castore has announced a strategic partnership with British motor racing circuit Silverstone. The new partnership will see Castore becoming the team wear supplier for Silverstone and launch a new e-commerce store for the motor circuit, which will feature exclusive merchandise collections, including the Castore x...