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Jun 05, 2024

Am I the only one wondering what fashion is doing at Formula 1?

The 2024 Monaco Grand Prix had more buzz about the stars’ drip and outfits than the race itself. Has F1 turned into a catwalk?


If you’re a true fashionista or a social media junkie, you’ve definitely noticed all eyes are on the 2024 Formula One World Championship. It feels like all these fashionistas watching Formula 1 are treating it like a runway show. But wait – the Grand Prix is actually a fashion show.

@carodaur grand prix weekend #f1 🏎 comment your fav looooook ✨✨✨✨ #wihajoon #tomholland #kylieminogue #paddyholland #samholland #tuwainebarrett #harrisonosterfield #elisa #fiammettacicogna #andrefeulner ♬ friends opening song - ✩

The recent Monaco Grand Prix in Monte Carlo (with Charles Leclerc winning and finally triumphing on his home turf) gave a unique adrenaline rush, not from the race’s predictable outcome, but from the prestigious personalities flaunting their outfits around the city.

Since I’m part of Gen Z, the Instagram and TikTok algorithms got me hooked on a flood of videos of celebrities in Monte Carlo and their outfits.

@canalplussport Le top5 de vos prefs en commentaire ? 🤩 #motorsport #f1 #monacogp #sportstiktok ♬ original sound - CANAL+ SPORT

“It’s unlike anything I’ve ever been to,” actor Tom Holland remarked. Alongside him were his fellows Orlando Bloom and James Marsden, plus sports icons like former world No. 1 tennis player Maria Sharapova, football stars Neymar Jr., Marco Verratti, and Gianluigi Donnarumma, French judoka Teddy Riner, and former racing driver Mark Webber. They were joined by singer Kylie Minogue, TikTok sensation Charli D’Amelio, Internet personalities Squeezie and Lena Situations, Karl Lagerfeld’s protege Baptiste Giabiconi, and more. As I wondered (seriously, am I the only one?) what stardom and fashion were doing at Formula 1, it hit me: fashion has always—and will always—gravitate toward the glitz of the famous French Riviera all-star motor race. And they’re all about those high-speed (motor) trends too.

@jessienorbz Paddock inspired outfits for the F1 girlies ⚡️🏁 #f1 #f1tiktok #formula1 #f1outfits #f1edit #fashion #fashiontiktok OUTFIT DETAILS!! ⬇️ Outfit 1) Top + belt - Princesses Polly Skirt, boots, glasses and bag - White Fox Hat - LH Mercedes Outfit 2) Dress, jacket, glasses, boots - White Fox Hat - Puma X Ferrari Outfit 3) Dress, bag, glasses - White Fox Shoes - Windsor Smith Hat - DR3 Red Bull Outfit 4) Top + Jeans - Princess Polly Hat - McLaren Shoes - Windsor Smith Outfit 5) Blazer, crop + shorts - Hello Molly Glasses + bag - White Fox Hat - LH Mercedes Heels - Therapy Shoes Outfit 6) Blazer dress - Babyboo Fashion Bag, boots, glasses - White Fox Outfit 7) Top - Princess Polly Shorts, bag, glasses - White Fox Heels - Therapy Shoes @Formula 1 ♬ sonido original - NLS MODELS

If you really think about it, you’ve probably spotted this race-inspired style on the streets, in your favourite shop windows, and even at vintage markets. The key formula for achieving this look? An oversized leather Perfecto jacket adorned with patches and paired with a branded cap. Need some inspiration? Check out viral hashtags like #formula1fashion, #motocore, and #bikercore on TikTok. Still not convinced? Well, buckle up because I discovered that the fusion of these two worlds has been going strong for years. Let’s d(r)ive in!


Much More Than Racing Drivers: Meet the New Star Brand Ambassadors

Formula 1 champions like Lewis Hamilton and Charles Leclerc have been making waves in the fashion scene, collaborating with top fashion and high-luxury watch brands and being invited to their runway shows and prestigious events.

As a result, pro racing drivers have become true style icons, especially among the younger generation. Countless online accounts showcase the looks worn by these champions, who consistently choose the coolest and most sophisticated styles through their partnerships with top-tier brands.


The Prancing Horse: Ferrari’s Trend Race Ahead on Stands and Catwalks

First and foremost, we can’t overlook Ferrari. With Charles Leclerc finally winning his home race at the 2024 Monaco Grand Prix and teammate Carlos Sainz snagging third, Ferrari is still in the game in the constructors’ standings—holding second place for now. This has kept millions worldwide on the edge of their seats, and just as many luxury addicts are hyped for the brand’s latest fashion drops.

Ferrari has ventured into ready-to-wear under the creative direction of Rocco Iannone and, in just a few seasons, has become a hot ticket at Milan Fashion Week’s women’s collections.

With Iannone at the helm, Ferrari has hit another milestone: making the motor race trend even bigger and influencing the style of VIPs and trendsetters while showcasing the brand’s iconic red on the catwalks.


Gigi Fever Forever: Tommy Hilfiger’s Race Suit Hype 

Who remembers the smash-hit series of collaborations, Tommy x Gigi, between American designer Tommy Hilfiger and supermodel Gigi Hadid? Back in 2018, after previous shows in New York, Los Angeles, and London, they chose Milan Fashion Week to showcase their Spring 2018 collection, their fourth collaboration. It was a racing-inspired line-up.

If you were a teen back then, you’ll remember how dope it was, igniting our imaginations with its track-inspired designs, colour-block leather jackets, logo-emblazoned tees, and, of course, fingerless driving gloves. It all screamed motorsport chic but with a dash of Gigi’s glamour.

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Un post condiviso da #TOMMYxGiGi (@tommyxgigi)

However, the passion for racing cars isn’t stopping anytime soon for the Tommy Hilfiger crew, as they have recently signed a partnership to be an Official Partner of F1 Academy. They will be designing one of the five designated partner liveries for the 2024 season. Spanish driver Nerea Marti, representing Tommy Hilfiger, will be back for her second season in F1 Academy, tearing up the track in a suit and car decked out in the brand’s signature red, white, and blue colour scheme.

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A post shared by F1 Academy (@f1academy)


Jeremy Scott’s Turbo-charged Style for Moschino

The American fashion designer Jeremy Scott made a name for himself during his ten-year stint as creative director at Moschino, which ended in 2023, for the playful, often over-the-top, and always polarising power of his collections for the Aeffe-owned brand. Among his (many) memorable runway creations, who could forget the garments reminiscent of racing car aesthetics for the Moschino men’s spring-summer 2016 collection shown at Pitti Immagine Uomo?

As the Guest Designer of the Florentine men’s fashion trade show, Scott threw down bold prints and colours into tailored trousers, ruffled tops, sporty pullovers, and more—it was like a turbo-charged fusion of past and future. Some said it was like Valentino Rossi teaming up with Fred Astaire on the runway, with a hint of Jimi Hendrix, a splash of Prince, a touch of Louis XVI—and a whole lot of Scott.


Can Posh Fashion Marry Speedy Race-Core? Spoiler: You Bet!

Would you ever imagine timeless, high-end, super-established (and often posh) brands getting in on the Formula 1 action? Surprisingly or not, they have! Louis Vuitton and Chanel are prime examples.

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Un post condiviso da Louis Vuitton (@louisvuitton)

Since 2021, Louis Vuitton has been crafting the trophy case for the Monaco Grand Prix, decked out in their iconic monogram in Monegasque red, complete with the V motif for victory.

Meanwhile, Chanel brought the heat with their Chanel Cruise 2022-2023 collection by Virginie Viard at the Beach Hotel in Monte Carlo, featuring racing-inspired overalls, biker uniforms, a checker-print motif reminiscent of racing flags, and even Chanel N°5 helmets. And that’s not all—there’s that T-shirt that went viral on TikTok when worn by the Chanel friend-of-the-house Charlotte Casiraghi.

And now, do you think fashion is taking over every sporting event, stealing the spotlight from the real deal? One thing’s for sure: fashion, always riding the trend wave, couldn’t just sit back and ignore competitions with this much buzz, like the 2024 Formula One World Championship, captivating fresh faces, the new generation, and luxury aficionados worldwide.



Lucrezia Spina
MA alumna in Fashion Omnichannel & E-Commerce, Milan