How Formula 1 racing has inspired both athleticwear and designer collections

Formula 1 inspiration/ main photo Credits: Formula 1
inspiration/Launchmetrics Spotlight
A-list celebrities including Rihanna, A$AP Rocky, Lupita Nyong'o and
Heidi Klum came out to watch the inaugural edition of the Las Vegas
Grand Prix, held November 16-18 2023, confirming the booming interest
in Formula 1 racing in The U.S. Consequently, opportunities for
licensing and partnerships with both athletic and apparel brands have
grown exponentially.
As reported last month by FashionUnited.com, Puma named A$AP Rocky as creative director
for its Puma x Formula 1 partnership. Puma said its focus will be on
the intersection of motorsport and streetwear.


Tracing the trend




A bit like soccer, F1 was a sport that lagged behind in interest with
the American public compared to the rest of the world. That all
changed in 2019 with the debut of the Netflix series, ‘Formula 1:
Drive to Survive.’ The series introduced millions of Americans not
only to the excitement of futuristic-looking cars zooming around race
tracks at speeds of over 200 miles, but also to the glamorous stars of
the sport like Mercedes team member, Britain’s Sir Lewis Hamilton. Not
only is Hamilton considered to be the greatest F1 driver of all time,
he’s a closely watched fashion icon both on and off the tracks, endorsing many products
Interestingly, even though F1 is majorly dominated by men, it has
piqued the interest of both male and female designers and consumers.



Ferrari collection

Ferrari ss23/ look 12 Credits: Ferrari
ss23/Launchmetrics Spotlight


Formula 1 is a very exclusive sport with just ten teams, including the
racing division of Ferrari named Scuderia Ferrari.
Sensing a growing market within the fashion world, the brand hired
fashion designer Rocco Iannone and started producing both men’s and
women’s collections inspired by the racing team’s uniforms as worn by
star drivers, Charles Leclerc and Carlos Sainz.

Ferrari ss23/ look 30 Credits: Ferrari
ss23/Launchmetrics Spotlight
Christian Dior




At Christian Dior, both the women’s designer, Maria Grazia Chiuri and
the men’s, Kim Jones have gained inspiration from Formula 1.
For fw22 Chiuri showed jackets and gloves associated with the sport.

Dior fw22/ look 16 Credits: Dior fw22/Launchmetrics
Spotlight Credits: Dior fw22/Launchmetrics Spotlight


In 2022 Jones collaborated with the creators of the automotive game.
Gran Turismo 7. They first created a digital one-piece racing suit,
helmet, gloves, and rally-inspired ‘Diorizon’ boots. The outfit was
then brought to life by the Dior ateliers.






Polish model Sabina Jakubowicz attended the ss24 Dior show wearing a
version of the look.

Sabina Jakubowicz in Dior Credits: Sabina Jakubowicz
in Dior/Launchmetrics Spotlight
Post-Pandemic motorsport fashion




Several collections, both men and women’s, have referenced the sport.


Marni ss22, designer, Francesco Risso

Marni ss22/ look 34 Credits: Marni
ss22/Launchmetrics Spotlight


Look 34: a leather moto jacket in red, blue, black and white color
blocks over blue and white shorts and a leg warmer, sporty socks and
sneakers.


David Koma fw23

David Koma fw 23/ look 10 Credits: David Koma fw
23/Launchmetrics Spotlight


Look 10: a collarless moto jacket in black, white and red with
Marlboro logos over a white shirt and black tie; a color-blocked
shearling skirt in red and black and mismatched red and black thigh
high boots and gloves.


Casablanca ss24: designer, Charaf Tajer

Casablanca ss24/ look 7 Credits: Casablanca
ss24/Launchmetrics Spotlight


Look 7: a crocodile print pressed leather moto jacket in color blocks
of yellow, orange, black and white with the brand’s logo. The jacket
was shown over a long black dress accessorized with colorful jewelry
and black point toe sling-backs. The model carried a racing helmet.



Motorsport street style


Alexandra Guerin in Lamarque

Alexandra Guerin in Lamarque Credits: Alexandra
Guerin in Lamarque/Launchmetrics Spotlight


Childrenswear designer Alexandra Guerin was seen at the AZ Factory
ss24 show wearing a black and red leather moto jacket and matching
mini skirt, both from Lamarque by Adelina Hodzic.


Indira Scott in Namilia by Nan Li and Emilia Pfohl

Indira Scott in Namilia Credits: Indira Scott in
Namilia/Launchmetrics Spotlight


American model Indiri Scott was seen during Milan fashion Week fw23
wearing a vegan leather motocross jacket in black, white and blue by
Namilia x Need For Speed worn with turbo moto thigh-high boots.




Look for Formula 1 and motorsports to continue to influence fashion during 2024.


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