Formula 1 is set to get a significant touch of luxury: Louis Vuitton will officially partner with the sport from this year onwards. The iconic fashion house will not only have a prominent presence during race weekends, but will also serve as the title partner for the season opener in Melbourne. This gives the Australian Grand Prix a chic new name: Formula 1 Louis Vuitton Australian Grand Prix.
Luxury and Speed Unite
With this partnership, two global brands are joining forces. Louis Vuitton, known for its craftsmanship and exclusivity, will have a visible role along the circuits with striking trackside branding – a first for the brand in the sports world. In addition, the French fashion house will contribute to ceremonial moments, such as the opening ceremony and the podium celebration. A well-known style icon plays a leading role in these moments: the Louis Vuitton Trophy Trunk. These exclusive cases, adorned with the iconic monogram and a unique local color scheme for each race, will be presented at the trophy award ceremony for the top three drivers.
From Monaco to the Global F1 Grid
This is not the first time Louis Vuitton has partnered with Formula 1. Between 2021 and 2024, the fashion house designed the Trophy Trunk for the Monaco Grand Prix, a tradition that is now being extended to the rest of the calendar. The brand is also no stranger to other sports, such as football, sailing, and the Olympic Games.
For Stefano Domenicali, CEO of Formula 1, the collaboration is a logical next step in the evolution of the sport. “We are extremely excited about this partnership. Louis Vuitton and Formula 1 share a passion for innovation, craftsmanship, and timeless class. 2025 is going to be a fantastic year and this collaboration adds an extra dimension to the start of the season.” Pietro Beccari, CEO of Louis Vuitton, is also proud of the partnership. “Our worlds share the same values: innovation, precision, and striving for perfection. With this collaboration, we celebrate the excellence of both our craftsmen and the engineers and F1 driver Lewis Hamilton.”
