Formula 1 has always been a high-performance sport, but style was not always part of the equation. For decades, what drivers wore was strictly functional. Nomex suits protected from fire, gloves ensured grip, and balaclavas provided safety. The paddock was about survival and speed, not self-expression.
That changed in the 1970s. James Hunt became a turning point. His off-track image, which included unbuttoned shirts, unkempt hair, and champagne in hand, signaled a new kind of driver. He embodied recklessness and charisma, not just technical skill. Media coverage shifted accordingly. Cameras zoomed closer, sponsorships expanded, and appearances mattered.
Teams recognized the potential. A race suit became more than gear; it became branding. Even a pit wall umbrella, chosen in a specific team color, carried visual weight. Fashion labels paid attention. Tom Ford’s work with Aston Martin in cinema, along with Ferrari’s foray into fashion week, showed that the sport had cultural capital far beyond the circuit.
Spectators picked up the signal. At Monaco, Silverstone, and Monza, the audience dressed for visibility. Tailored polos, vintage team jackets, and mirrored sunglasses were no longer casual choices. They became part of the race-day ritual, part of the culture fans wanted to inhabit.
Cameras, Clothing & Celebrity Culture
Today’s Grand Prix is both race and runway. Influencers line the paddock walk, stylists travel with drivers, and race-day outfits circulate faster than qualifying times. Lewis Hamilton helped rewrite the playbook. His fashion is calculated and narrative. He wears various brands, from Tommy Hilfiger to Louis Vuitton, as part identity.
Other drivers follow suit, each with a distinct visual approach. Zhou Guanyu leans into trend-forward, youth-coded dressing. George Russell projects a polished, classic image. Charles Leclerc prefers clean tailoring and subtle color palettes. These decisions are not incidental.
Drivers today are image assets, not only athletes. Teams develop these personas in alignment with fashion brands. Aston Martin partners with Boss. Ferrari collaborates with Palm Angels. These are coordinated acts of brand design.
Luxury fashion borrows from the sport in return. Balenciaga has incorporated silhouettes that resemble team outerwear. Chanel produced a handbag shaped like a racing helmet. Louis Vuitton released travel cases that mimic podium architecture. Even Tommy Hilfiger has responded with the APXGP line, translating team graphics into wearable streetwear.
These crossovers generate hype, but they also come with a barrier: price. Many fans admire the looks but hesitate at the cost. As a result, more consumers have turned to strategy. Off-season sales and last-year inventory have become essential. Digital discounts play a major role. For instance, promo codes for Tommy Hilfiger are available onlinegiving fans affordable access to design-forward collections like APXGP.
A discount code does not diminish the fashion experience. It makes it more inclusive. It allows fans to take part in the visual world of Formula 1 while maintaining control over what they spend. For younger consumers especially, this reflects a broader shift. Luxury is no longer defined by retail exclusivity. Cultural relevance and personal alignment define it.
Fashion Is the Gridwalk Now
Formula 1 is no longer just a technical sport with a media presence. It is a cultural productand fashion is one of its primary distribution channels. What a driver wears during the paddock walk has become part of the weekend’s story. Social media teams document these looks as carefully as qualifying results. Sponsors use clothing activations to launch narratives, not just logos.
Visual strategy now influences multiple layers of the race. Livery design accounts for how it will look on camera and on Instagram. Team gear is produced with fan resale in mind. Driver wardrobes are curated to appeal across markets and time zones.
This has changed how fans connect with the sport. Many now enter through fashion first. A jacket seen on Hamilton, or a graphic tee from a capsule drop, can spark interest long before a race is streamed. The visual language becomes the gateway.
Formula 1 is still about performance, but performance is now measured across multiple dimensions. It is measured in time splits, but also in silhouettes. The circuit is still a place of precision and competition, but it has also become a cultural platform where style is not a side note. It is part of the machinery.