Fashion Brands Behind the Wheel
20 September 2025 6 min read 9 images
Photo credit: Bugatti, Cadillac, Citroën, Lamborghini, LVMH, Lincoln, Mercedes, Mecum, Peugeot
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.
Here are some of the most significant moments in the relationship between automotive and fashion over recent years.
One of the first designers to unite fashion with the automotive world was Pierre Cardin, who in 1969 personalised the Simca 1100 Cardin, working on finishes, fabrics, and colours. The venture continued, eventually leading to Pierre Cardin Automotive, based in New York. By 1980, Cardin had created the Cardin Evolution I on a Cadillac Eldorado Coupé base. Beyond the personalisation itself, the presentations at various international motor shows were memorable – true runway events, with models standing alongside the car.
The Lincoln brand, the luxury arm of the Ford galaxy, collaborated with several designers throughout the 1970s and ’80s. Among them were Emilio Pucci, Givenchy, Valentino, and Versace, each creating a "designer series." The most celebrated remains the Cartier Edition, produced in partnership with the renowned jeweller and distinguished by its tortoiseshell grey paint, white and red pinstripes, and refined interior.
In 1978, another example came in the form of Gucci’s interpretation of the Cadillac Seville. Aldo Gucci introduced 24-carat gold finishes to the car, the celebrated interlocking double G as a bonnet ornament, and the same motif on other elements including the wheels and the interior roof pillar upholstery.
During the 1980s, the Peugeot 205 range was enriched by a series of designer-badged editions. Among these special versions, the 205 Lacoste of 1984 stands out – inspired by the world of Roland Garros, with decorations evoking a tennis net, lawn-green finishes, and the iconic crocodile motif.
Another fashion brand with a long record of automotive collaborations is Hermès. The version created in 2008 to mark the 60th anniversary of the 2CV featured an elegant brown finish across both the bodywork and the interior, with leather covering the door panels and many components, including the gear lever. Perfectly executed, as one would expect – pure Hermès.
The celebrated French house also worked with Bugatti, creating a special model of the Veyron called the Fbg par Hermès. Modifications included air intakes along the rim edges to evoke Hermès’s characteristic stitching style, aluminium grilles on the radiator and intercoolers bearing the "H" mark, and an interior finished in leather-clad seats and trim.
During Milan Fashion Week in October 2003, a limited series of the Mercedes CLK was presented, crafted by designer Giorgio Armani. Finished externally in sand, it featured brown leather interiors with contrasts created by the interplay of matte and gloss surfaces, and a complete absence of chrome – pure Armani in every sense. One hundred examples were produced.
At the top of the market, the Lamborghini Murciélago LP640 – produced in just 20 examples in collaboration with Versace – deserves mention. The lower dashboard, centre console, door panels, and seats were upholstered in leather bearing Versace’s iconic Greek motif, which also appeared on the exterior bodywork.
