Pénélope Flouret
Edited by Ella Querin
Formula 1 has been a popular motorsport since the 1950s. Though the sport remains centered in Europe, the popularity of Netflix docuseries Formula 1: Drive To Survive has expanded the F1 fan base worldwide, whether Europeans like it or not.
Over the last few seasons, there’s been a notable change on the grid, obviously in drivers, teams, and Grand Prix locations, but for now, we’re talking about fashion. For a while now, the only one who’s made an impression at races in terms of style has been seven-time World Champion Lewis Hamilton. He shocked the entire world by moving to Ferrari for the 2025 season, but that’s another story.
Hamilton has been known for his style at every race, whether it’s a checkered jacket, neon yellow, or brands from Dior, Versace, and Rick Owens. Most recently, at the first race of the season in Bahrain, Hamilton stood out in an outfit straight off the Gucci runway.
As of last season, it seems that the majority of the drivers are following Hamilton’s lead and have stepped up their game when it comes to walking the paddock. Some take a dressier route, while others stick to simplicity, such as Pierre Gasly and Zhou Guanyu, who appear in Dior and Prada, pairing a designer top with a simple pair of shorts or pants.
Formula 1 has become increasingly popular amongst all ages and genders; fans and brands have become aware of the stylish shift and have successfully signed deals with various drivers. For example, George Russell is an ambassador for Tommy Hilfiger and recently made an appearance at the brand’s runway show during New York Fashion Week. The preppy, chic, timeless style is a perfect look for Russell as a British driver for Mercedes; he nails every look when he is seen strolling through the paddock.
In an article with WWD, Martin Hagman, CEO of Tommy Hilfiger, discusses the major increase in drivers and their looks, “The drivers are really big celebrities. They’re icons — they’re like musicians and actors.”
Zhou Guanyu landed a brand deal as the new ambassador for Lululemon. Along with Aston Martin driver Fernando Alonso, who is a BOSS ambassador, honing in on his Spanish looks, “He’s a class act, and he’s determined in his pursuit of really wanting to win and live on his own boss terms,” says Nadia Kokni, senior vice president of global marketing at Hugo Boss.
Not only are drivers scoring ambassador deals, but they’re also scoring front-row seats to the major fashion shows. You’ll often spot an F1 driver present from Paris to Milan and New York. From Pierre Gasly being invited to Louis Vuitton’s show in Paris to Esteban Ocon at Givenchy, Guanyu attending the Prada show, and everyone’s favorite Monegasque driver, Charles Leclerc, sat in the front row at Nahmias.
Lewis Hamilton is no rookie in the fashion world. He has been gracing these events with his presence for years, from fashion shows to The Met Gala in New York City, which he has attended on various occasions. Hamilton and eight-time Grand Prix winner Daniel Ricciardo are the only drivers who have participated in the iconic event over the last few years.
Over the next few years, it will be interesting to observe how more drivers bring their personal style into the races worldwide and how fashion, rather unrelated to F1, is now playing a role in one of the most physical sports. Who knows? Maybe F1 drivers will be spotted on the Met steps next Monday in May.
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