Brad Pitt's F1 blockbuster ignites speed fashion craze

At first glance, fashion and Formula 1 racing may seem unrelated. But in fact, the fashion world – from the catwalk to royal style – has repeatedly been deeply influenced by this pinnacle of speed.

Tommy x Gigi Hadid's fashion show (2018) was inspired by F1 racing - Photo: Hello Magazine

According to Hello Magazine , the first F1 race took place at Silverstone in 1950. By the 1960s, F1 had become a global phenomenon, but it wasn't until about 20 years later that the fashion industry began to capitalize on the popularity of its drivers.

Benetton - a brand known for its bold colors and vibrant patterns - is one of the pioneers in bridging two seemingly opposite worlds .

Not only did they participate in the production of F1 car components in the 80s, but they also launched fashion collections directly inspired by the spirit of conquest and the aura of speed racing.

By 2025, names like Chanel, Tommy Hilfiger and Prada will be inspired by racing to design their collections.

F1's long-standing popularity has exploded recently thanks to Brad Pitt's F1 movie, which is due to hit theaters on June 27. Much of the filming was done at the F1 track, featuring racers.

Brad Pitt while filming F1 - Photo: AFP

Or Netflix's documentary series Drive to Survive created a stir when its fourth season debuted in March 2022, attracting viewers to watch 28 million hours in just the first weekend.

Thanks to that, racers like Lando Norris, Daniel Ricciardo, George Russell and Sir Lewis Hamilton - F1's leading fashion icons - quickly attracted attention from the fashion world.

Racers Lando Norris and George Russell - Photo: AFP

F1 is no longer a playground for men only

Trends may come and go, but this crossover between fashion and motorsports is more than just inspiration. F1 and the fashion industry are entering a mutually beneficial relationship – both in terms of influence and revenue.

According to a report from branding agency Karla Otto and data expert Lefty, F1 is the second fastest growing sport in terms of indirect media value for fashion brands, increasing by 35% by 2023 alone. In other words, marketing investments within the F1 ecosystem are paying off big time.

For a long time, F1 has been associated with a luxurious image - a sport for the super-rich, with participation costs reaching hundreds of thousands of dollars for young racers - Photo: Harper's Bazaar

But Harper's Bazaar magazine says the real reason luxury fashion houses are taking to the racetrack is the growing participation of women - both on television, in technical teams and on the track.

Women now make up 40% of the total F1 fan base. They are not just spectators, they also build strong communities within the F world, which attracts a series of new brands, especially in the fashion and beauty fields.

Luxury fashion houses move deep into F1 racing

Luxury brands like Rolex, Moët & Chandon and Louis Vuitton have been associated with F1 since the early days. But while Rolex was the traditional symbol of F1 precision, today Louis Vuitton – with its innovative spirit – is gradually taking the lead.

Instead of taking the familiar path of mass-producing F1 merchandise, Louis Vuitton has taken a different path. The French fashion house chose to be present at the end of the race with the Trophy Trunk - a hand-crafted chest specifically for the championship trophy.

Louis Vuitton brand logo is present at the end of the race track - Photo: Hypebeast

This move is part of the long-term strategy of parent company LVMH. At the end of 2024, LVMH signed a strategic cooperation agreement worth more than 1 billion USD with F1, becoming an official global partner from the 2025 season.

Louis Vuitton makes history as its brand name is directly attached to an F1 race: the 2025 Louis Vuitton Australian Grand Prix.

The Trophy Trunk is more than just a trophy holder, it's a symbol of journey, victory and craftsmanship - a tradition that Louis Vuitton started in 1897 with the first dedicated car trunk, covered in impact- and weather-resistant "Vuittonite" fabric - Photo: Louis Vuitton

Another luxury fashion house that cannot be left out is Tommy Hilfiger. Since the 1990s, the brand has been sponsoring racing teams such as Team Lotus, Ferrari and later Mercedes-AMG Petronas.

What makes this brand stand out, however, is how they go beyond just putting their logo on the jersey.

Tommy has delved into the world of F1, teaming up with racer Lewis Hamilton to create collections that combine streetwear, racing inspiration and a distinctly American preppy spirit.

Tommy Hilfiger was one of the first fashion houses to see the fashion potential of F1 - Photo: Dor-Shada Resort

By 2024, Tommy continues to break through in both the fashion and entertainment fields. The brand became the official apparel partner of APXGP - the fictional racing team in the blockbuster F1 movie starring Brad Pitt and Damson Idris. At the same time, they introduced the APXGP Collection, opening a new model of collaboration between fashion, cinema and racing.

“No sport has more in common with fashion than F1. Today’s drivers are like rock stars – young, stylish, living the life of their dreams and inspiring pop culture. And I believe the intersection of fashion and racing will last forever,” says designer Tommy Hilfiger.

SHANGHAI

Source: https://tuoitre.vn/bom-tan-f1-cua-brad-pitt-thoi-bung-con-sot-thoi-trang-toc-do-20250617120503551.htm