Fashion, Beauty, and Brand Power

Monaco Grand Prix

Formula One isn’t just racing for titles anymore — it’s racing for brand power. From luxury skincare to high fashion, F1 has become a marketing machine as much as a motorsport.

From Louis Vuitton, Moet Hennessy, Tag Heuer, to other companies such as McDonalds, Barilla and Pepsi-co.

Brands far beyond motorsport are racing to collaborate with Formula One teams.

Elemis is the official skincare brand of Aston Martin. It’s no wonder many of these drivers somehow have great complexions, as Elemis steps in to hydrate their faces whilst they are off racing.

Charlotte Tilbury is the first beauty brand to sponsor the Formula One Academy, which is an all-female single-seater. It’s no surprise. It’s smart. It gives a great partnership, you get many makeup fans, and a chance to see these powerhouses of female racers. It’s a move that softens the traditionally masculine image of motorsport, showing how teams now explore lifestyle audiences.

One well-known brand is Tommy Hilfiger. They have sponsored Mercedes, Ferrari, and the F1 Academy. Additionally, they sponsor APX GP, the fictional Formula One team. Furthermore, they decided to create some attractive merchandise for the film, which is now available. Williams Racing recently teamed up with AllSaints, blending motorsport with streetwear. It’s not the only brand as well; we have Hollister, Abercrombie & Fitch, and Reiss.

Lego recently collaborated with formula one. We had seen lots of their latest new sets, and a lego styled race (which was quite entertaining). It was fantastic how formula one and lego had done that and it was one of the smartest moves in my opinion. Having an audience for lego, which is primarily children and adults and having fan zone activations at grand prix’s.

It's not only Formula one, but also the drivers.

A recent collaboration was Lululemon and Lewis Hamilton as its newest ambassador. Representing the brand and working with the fitness brand’s research, design and development. Lando Norris with the Ralph Lauren fragrances, and as the face of the polo red, embodying speed, passion and performance. Carlos Sainz Jr as a global ambassador for L’Oreal Paris for Elvive haircare line.

Formula One is changing the game. With these collaborations, they get more fans every single day.

But what’s the next brand to collaborate next? We just have to wait.

Written by Janella Ting