Louis Vuitton Crafts the Official Trophy Case for the Formula 1 Monaco Grand Prix
Remember when Formula 1 was all Murray Walker screaming “LIGHT’S OUT AND AWAY WE GO” and garish cars clad in tobacco sponsors? Oh, how things have changed.
Gone are the days of Marlboro Mclaren, Camel Lotus, and Lucky Strike Honda – or the late James Hunt puffing a post-race cigarette – for the sport of F1 has transcended into an entirely new realm, with a handful of luxury juggernauts in the mix.
Last weekend’s prestigious Grand Prix de Monaco, for example, marked the second time F1 has partnered with Louis Vuitton, who presented a monogram-covered trophy trunk to race winner Sergio Perez.
Hand-crafted at the Maison’s Asnières studio based just outside of Paris, the trunk featured a red monogram print inspired by the flag of Monaco, and a “V” for “Victory” emblazoned beneath a white strip resembling the celebrated track.
This, though, isn’t anything new. Fashion has now long been a part of the F1 furniture (Tommy Hilfiger sponsored Lotus way back in 1991) with watch brands like Rolex, Hublot and TAG Heuer becoming more influential by the year.
Team Ferrari even launched its own Spring 2022 ready-to-wear collection at Milan Fashion Week and, more recently, ahead of the Miami Grand Prix earlier this month, opened a boutique to showcase its collection at the city’s Aventura Mall.
With the recent rise in F1 viewing figures – a reported 54% year-on-year increase in 2021 in the US alone – and the continued popularity of the hit Netflix series Formula 1: Drive to Survive, the sport’s upward trajectory shows no sign of slowing down. In essence, for luxury brands, fewer affiliations in the wide world of sport make more sense than F1.
You may also like
PUMA x AC Milan streetwear collection reignites the Paninari style for a new generation
PUMA and AC Milan take their partnership to new echelons, presenting a new streetwear collection ins
ADIDAS AND THEBE MAGUGU UNVEIL SECOND DROP OF THEIR FW22 COLLECTION INSPIRED BY AFRICAN HERITAGE, WITH BIRD OF PARADISE PRINT
adidas and South African luxury designer Thebe Magugu unite for the second launch of their FW22 coll
AC Milan Unveils New Off-White™ Uniforms
Earlier this month it was confirmed that Virgil Abloh’s Off-White™ is AC Milan’s new style and
Post a comment