Formula 1 is no longer just a sport. It has become a cultural phenomenon where luxury, fashion and entertainment intersect.
by Lisa Ditzlmüller
The release of Netflix’s documentary series Formula 1: Drive to Survive in March 2019 transformed the pinnacle of motorsport into a global pop culture phenomenon. Offering exclusive behind-the-scenes access to drivers and teams throughout the FIA Formula One World Championship, the series opened up the sport to an entirely new international audience. Viewership soared, and Formula 1’s market value skyrocketed.
Drive to Survive reveals the personalities behind the helmets and the pit garages, allowing fans to connect not only with the teams, but also with the stories that shape them. In doing so, it has successfully attracted a whole new generation of viewers.
The Drivers Setting the Style Pace
Today, fans analyse far more than race strategies. Increasingly, it is the drivers’ paddock style that captures just as much attention. Few embody this shift better than Lewis Hamilton, widely regarded as Formula 1’s ultimate fashion pioneer. The seven-time World Champion has won over fans not only with his charisma, but also with his fearless approach to personal style.
Blending effortless elegance with urban edge, Hamilton regularly turns the paddock into his own runway. Whether wearing pearl necklaces, tailored silhouettes or even a skirt, he challenges traditional notions of masculinity with confidence and authenticity. It is this distinctive sense of style that has made him a sought-after collaborator for luxury and lifestyle brands including IWC Schaffhausen, Tommy Hilfiger, Dior and Lululemon.
His Ferrari teammate Charles Leclerc, by contrast, embodies the essence of today’s quiet luxury movement. The Monegasque driver favours timeless elegance over bold statements, cultivating a style that feels both contemporary and effortlessly refined. In the paddock, he is most often seen in understated colour palettes, premium fabrics and impeccably curated looks that communicate luxury through subtlety rather than spectacle.
Away from the track, Leclerc has also established himself as one of fashion’s most sought-after ambassadors. Luxury brands including Richard Mille, APM Monaco and L’Oréal Paris have all partnered with the Ferrari driver, whose understated sophistication perfectly reflects the modern face of luxury.
McLaren driver Lando Norris, meanwhile, represents Formula 1’s new generation. Relaxed, approachable and armed with a sharp sense of humour, the Brit has become a favourite among Gen Z fans. His style is contemporary and effortlessly cool, with oversized silhouettes, trainers and streetwear forming just as much a part of his signature look as his authentic presence on social media.
With the launch of his own lifestyle brand, Quadrant, Norris has also made the transition from racing driver to entrepreneur, demonstrating that today’s Formula 1 stars are far more than elite athletes. They are personalities, influencers and brands in their own right.
Luxury Brands Embrace the World of Formula 1
Formula 1’s evolution beyond motorsport is perhaps best illustrated by the growing interest of the luxury industry. Since 2025, French luxury conglomerate LVMH has served as a global partner of the championship, bringing prestigious maisons such as Louis Vuitton, TAG Heuer and Moët & Chandon to the forefront of Formula 1. Louis Vuitton now crafts the iconic Trophy Trunks presented at selected Grands Prix and serves as title partner at selected race weekends, while TAG Heuer has succeeded Rolex as the sport’s Official Timekeeper.
The relationship between fashion and motorsport is only set to grow stronger. From the 2027 season onwards, Gucci will join Formula 1 as the title sponsor of the Alpine team, further underlining the sport’s transformation into a global lifestyle platform. It is a clear indication that Formula 1 is no longer defined solely by speed, but has become one of the world’s most desirable stages for luxury brands.
Formula 1 now offers luxury brands exactly what they are looking for: an international audience, exclusive events and unparalleled prestige. Few sporting arenas bring together high-net-worth individuals, celebrities and a young, fashion-conscious audience as effortlessly as Formula 1.
What was once defined by the smell of burning rubber now carries the scent of leather, couture and champagne. Formula 1 has evolved into the most glamorous stage in international sport, with the fashion world firmly in pole position.