Fashion's Influence on Formula 1: From Benetton to Gucci

Jul 27, 2026

69 min

Jul 27, 2026 03:30

From Benetton to Gucci: How fashion raced into Formula 1

## The Evolution of Fashion in Formula 1

Fashion has gradually integrated into the world of Formula 1, transforming the paddock into a runway. Initially, racing attire focused on safety, but as drivers became celebrities, their style gained prominence. James Hunt was among the first to challenge the traditional racing uniform, showcasing a more relaxed and rebellious look.

## Benetton's Bold Move

In the 1980s, Benetton made a significant impact by purchasing the Toleman team, marking the first time a fashion brand owned an F1 team. This move highlighted the potential for fashion brands to play a central role in the sport, beyond mere sponsorship.

## Sneaker Culture and Schumacher

By the 1990s, Nike capitalized on the growing sneaker culture by collaborating with Michael Schumacher. This partnership produced the Air Zoom Schu, a limited-edition sneaker, blending athletic performance with fashion appeal.

## The Rise of Luxury Partnerships

Luxury brands have increasingly sought to associate with Formula 1. Ferrari launched its own fashion line, while Aston Martin collaborated with Tom Ford. Louis Vuitton became the official partner of the Monaco Grand Prix, emphasizing the sport's glamorous image.

## Gucci's Entry into Formula 1

Gucci is set to become the title sponsor of Alpine from the 2027 season, marking a new era in F1-fashion partnerships. This collaboration is expected to influence Alpine's visual identity, incorporating Gucci's iconic color palette and style.

Read the full story at the source

What you need to know to get Emirates ID?

Leave your details and get a guide as a gift to avoid mistakes

Article contents