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Influence of Formula 1 on luxury fashion is only beginning to accelerate. From Ferrari opening a flagship fashion store in London to Lewis Hamilton taking a prominent role at Met Gala 2025, and from subway advertising campaigns in Shanghai to F1 race memorabilia going up for auction, the relationship between the sport and fashion has become a serious business domain and is accelerating.
That momentum was particularly evident at the Miami Grand Prix last weekend, where the intersection of luxury fashion and popular culture became increasingly visible. Joopiter, the auction house founded by artist Pharrell Williams, announced two F1-themed auctions held in tandem with the race, underscoring how style and collectibility are entwined with the sport.
Ferrari's fashion label, Ferrari Style, continues to push this shift, opening a flagship store on Bond Street in London—one of the world’s most competitive retail districts. British driver Lewis Hamilton appeared at the event in a custom ensemble designed by creative director Rocco Iannone: a sleek all-black silhouette accented by a discreet white horse logo.
Ferrari seems to have achieved what few automakers have before: making fashion inspired by cars a genuinely coveted category.
The Autumn/Winter 2025 collection for Ferrari Style, titled Officina, blends classic Italian tailoring with race-inspired design language. The Bond Street store signals that Ferrari is no longer experimenting with fashion but entering the fiercely competitive arena.
This is also seen as an ideal moment. According to the Global F1 Fan Survey 2025, 58% of Gen Z fans say fashion and style are an important part of following Formula 1. Women now account for 42% of F1's global audience, up from 37% in 2018.
The demand, therefore, is not only larger but younger and more global than before.
The changing dynamics are reshaping Formula 1's global partnerships. LVMH signed a 10-year global partnership with Formula One in 2025, linking Louis Vuitton, Moët Hennessy, and TAG Heuer more closely with the sport. Louis Vuitton's name even appears in the official branding of the Australian Grand Prix.
Lewis Hamilton is central to this cross-sector convergence. He co-hosted Met Gala 2025 under the theme “Superfine: Tailoring Black Style,” appearing in Grace Wales Bonner’s emblematic, artisanal design. He is also an ambassador for Dior. In effect, the paddock has become a new front row of fashion culture.
The trend is becoming clearer: Formula 1 is not just a sport of speed; it is forging a distinct “luxury fashion language,” and that influence continues to accelerate.
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