Luxury Brands in F1 2025- VIP Paddock Fashion

If you thought Formula 1 was just about speed, engineering, and the occasional champagne shower, darling, you haven’t been paying attention. In 2025, the real race is for style supremacy—and the paddock is the new front row. As the world’s most glamorous sport, F1 has become the ultimate playground for luxury brands, celebrities, and influencers, all vying for a slice of the spotlight.

Contents

Miami: Where Fashion and Fast Cars Collide The Power of Partnerships: Louis Vuitton, LVMH, and the Trophy Trunk WAGs, Celebrities, and the Social Media Arms Race The Brands Behind the Teams: From Dior to Adidas The VIP Experience: Paddock Club, Yacht Parties, and Ultra-Luxe Hospitality The Enduring Bond: Why Luxury Brands Can’t Quit F1 The Online Buzz

This season, the VIP paddock is a masterclass in curated opulence, with every look, partnership, and activation meticulously orchestrated for maximum impact.

From Miami’s sun-drenched spectacle to the heritage-laden streets of Monaco, let’s break down who wore what, which brands are winning the style stakes, and why F1’s fashion game is more competitive than ever.

Miami: Where Fashion and Fast Cars Collide

Miami’s Grand Prix has become the sport’s most audacious fashion laboratory. Forget the old-money restraint of Monaco—here, it’s all about bold statements, new money, and a dash of irreverence. This year, the city was awash with activations from Adidas (now the official partner of Mercedes-AMG Petronas), Alo Yoga’s wellness retreat in the Paddock Club, and a David Yurman flagship opening in the Design District.

The result? A paddock that felt more like a curated fashion week than a motorsport event.

Miami GP just got an upgrade 🤩 Introducing our @adidas Summer Collection. Available now! pic.twitter.com/XXOdJev9kH
— Mercedes-AMG PETRONAS F1 Team (@MercedesAMGF1) April 28, 2025

Adidas’ Miami Grand Prix collection, inspired by the city’s iconic mangrove trees, was everywhere—on drivers, VIPs, and even the most discerning WAGs. Mercedes’ George Russell and Kimi Antonelli fronted the campaign, blending athleticism with streetwise cool. Meanwhile, Alo Yoga’s “Pit Stop” pop-up offered infrared meditation, cryotherapy, and branded matcha shots, proving that wellness is the new luxury flex.

WWD, May 2025:

As the newly appointed sponsor of Mercedes-AMG Petronas, Adidas has unveiled its new summer collection with the racing team, the first race-specific collaboration between Mercedes and Adidas.

The Power of Partnerships: Louis Vuitton, LVMH, and the Trophy Trunk

If there’s one brand that has truly cemented its place in the F1 pantheon this year, it’s Louis Vuitton. As the official global partner and title sponsor of the Australian Grand Prix, LV’s presence is unmissable—from the custom trophy trunk (a work of art in monogram canvas and Australian green and gold) to the omnipresent signage and VIP gifting suites. The synergy between F1 and LVMH’s maisons (Louis Vuitton, TAG Heuer, Moët Hennessy) is a masterclass in luxury storytelling.

TAG Heuer’s monumental pit lane clock and the return of Moët & Chandon’s Jeroboam for podium celebrations are more than branding—they’re cultural moments. And let’s not forget Belvedere’s “House of 10” afterparty in Melbourne, which set a new standard for race weekend revelry.

Pietro Beccari, Chairman and CEO of Louis Vuitton:

I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft and precision.

Louis Vuitton Joins Formula 1 as Global Partner for 2025

See the official LVMH partnership announcement

Lewis Hamilton in a full LV fit for the F1 Miami GP!🖤 pic.twitter.com/PqNI8cp24S
— Outlander Magazine (@StreetFashion01) May 5, 2023

Let’s be honest: the wives and girlfriends (WAGs) of F1 drivers are now as influential as the athletes themselves. In Miami, Alexandra Saint Mleux (Charles Leclerc’s girlfriend) turned heads in monochrome tailoring and a statement Hermès Kelly, while Brittany Mahomes (wife of NFL star Patrick Mahomes) brought a touch of American sports luxe to the paddock. Their looks were dissected on TikTok and Instagram before the engines had even started.

But it wasn’t just the WAGs. Taylor Swift and Travis Kelce’s VIP appearance sent social media into meltdown, with Donna Kelce spilling behind-the-scenes tea on YouTube. The message? F1 is now the place to be seen, whether you’re a pop superstar, an NFL MVP, or a micro-influencer with a killer sense of style.

BrandStrat, May 2025:

Miami isn’t Monaco. It’s louder, it’s brash, it’s new money. Built more for spectacle than tradition. But that’s exactly why it’s become the sport’s testing ground for fashion experimentation.

Watch: Taylor Swift and Travis Kelce SHOCK F1 Fans in Miami

The Brands Behind the Teams: From Dior to Adidas

The days of generic team polos are over. In 2025, every team is a fashion house in its own right. Mercedes’ Adidas partnership is the talk of the paddock, with race-specific drops and pop-ups in every host city. Ferrari continues its collaboration with Giorgio Armani, blending Italian tailoring with motorsport edge. Red Bull’s partnership with Castore brings technical innovation to streetwear, while McLaren’s tie-up with Rhude injects LA cool into the British team’s wardrobe.

And let’s not forget the drivers themselves. Lewis Hamilton remains the undisputed king of paddock style, mixing Valentino, The Row, and custom Celine with his own +44 label. Lando Norris is the Gen-Z style icon, favoring Jacquemus and Off-White, while Charles Leclerc’s understated elegance (think: Dior tailoring, Cartier watches) is pure old-money chic.

Top Formula 1 Drivers In Fashion and Beauty Partnerships

SIR LEWIS HAMILTON ON THE VOGUE: MET ISSUE COVER! pic.twitter.com/StHn45bVfq
— sim (@simsgazette) April 15, 2025

The VIP Experience: Paddock Club, Yacht Parties, and Ultra-Luxe Hospitality

Let’s talk access. The Paddock Club is no longer just a hospitality suite—it’s a multi-sensory experience. In Miami, guests enjoyed pit lane walks, gourmet dining, and wellness treatments courtesy of Elemis and Alo Yoga. The ultra-exclusive Palm Club hosted the likes of Jeff Bezos, LeBron James, and Tom Cruise, while the Carbone Beach supper club (at $3,000 a seat) was the hottest ticket in town.

In Monaco, the only thing more coveted than a grid walk is a berth on the Explora II luxury yacht, docked in Port Hercule for the Grand Prix. Here, the dress code is “effortless Riviera chic”—think: linen suiting, silk scarves, and vintage Cartier. The afterparties? Strictly invite-only, with guest lists curated by the world’s top PR agencies.

Inside the Ultra-exclusive Side of the F1 Miami Grand Prix

YouTube: Unveiling the World’s Most Luxurious Pop-Up Events

The Enduring Bond: Why Luxury Brands Can’t Quit F1

Why does F1 remain the ultimate platform for luxury brands? It’s simple: exclusivity, innovation, and global reach. With 1.5 billion viewers and a calendar that hops from Melbourne to Abu Dhabi, F1 offers unparalleled exposure to high-net-worth individuals and tastemakers. The sport’s values—precision, performance, and relentless pursuit of excellence—mirror those of the world’s top maisons.

As sustainability becomes a priority, expect to see more eco-conscious messaging (think: recycled materials in team kits, electric hypercars in the paddock) and a new wave of Gen-Z-focused collaborations. But make no mistake: the core of F1’s luxury appeal is unchanged. It’s about being seen, being remembered, and—above all—being part of the story.

Insignia, January 2025:

The relationship between Formula 1 and luxury brands is one of mutual elevation. F1 provides an unrivalled platform for high-end brands to showcase their precision, innovation, and exclusivity values. In return, these brands amplify F1’s image as a sport of glamour and sophistication.