Cars
Fashion Brands Behind the Wheel
From a 1969 Simca to the F1 grid – how fashion houses from Hermès to Versace have left their mark on the automotive world.
Louis Vuitton takes centre stage in Formula 1 with its iconic logo reworked to evoke speed, the winner’s trophy presented inside one of its celebrated trunks, and high-profile events such as the rally that brought renowned collectors from Venice to Monza for the Grand Prix. Gucci has announced its arrival – expected to make a considerable impression – on Alpine single-seaters, beginning with the 2027 season. These are two signals, and certainly not the last, that the world of luxury and exclusivity needs a bold, dynamic language to set itself apart from the market.
Communication has changed profoundly in recent years and, to make a lasting impression, strong and enduring choices are required. Formula 1, with 24 Grands Prix per year, commands unrivalled global visibility – enough to have fundamentally altered the relationship that once existed between car manufacturers and fashion houses. Yet there are other ways to be present, explored for some time now.
