Louis Vuitton Becomes The Official Partner Of Formula 1

Formula 1 has cemented itself as a force in fashion in recent years, and we now have the ultimate proof that motorsport’s fusion with luxury fashion is only just beginning.

Nearly four years after Louis Vuitton first entered the world of automotive sports—debuting its Trophy Trunk at the Monaco Grand Prix in 2021—the French fashion house, renowned for its luxury leather goods, has announced a decade-long partnership with F1. 

In exciting (and stylish) news for Australians, the partnership sees Louis Vuitton as the Title Partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne, where the house will play a key role throughout the highly anticipated competition, which will begin in March 2025. 

Image: Getty

“I am extremely proud that Louis Vuitton is the Title Partner of the Australian Louis Vuitton Grand Prix 2025. During this first Grand Prix of the season in Melbourne, the world’s greatest champions will embark on a journey towards excellence. Over the course of every race, the drivers and engineers – like artisans in our ateliers – demonstrate creativity, precision, and exceptional determination, each one a value held dear by Louis Vuitton.” says Pietro Beccari, Chairman and CEO of Louis Vuitton.

“Louis Vuitton, much like Formula 1, is synonymous with luxury and innovation, and as Title Partner of this year’s Formula 1 Australian Grand Prix in Melbourne, we look forward to welcoming the iconic brand to Albert Park.” Travis Auld, CEO of Australian Grand Prix Corporation, said.

As part of the partnership, Louis Vuitton Trophy Trunks will feature prominently across races, including podium presentations—a tradition already seen at the Australian Open Tennis Tournament and at other global sporting events like the FIFA World Cup, the Ballon d’Or and the Olympic and Paralympic Games Paris 2024. 

As is tradition with all custom Louis Vuitton pieces, the Formula 1 Louis Vuitton Australian Grand Prix 2025 Trophy Trunk will be crafted by hand at the house’s historic House atelier in Asnièr, France. This workshop is where the first automotive trunks were designed under Georges Vuitton, the son of Louis Vuitton in 1897. Since then, the Louis Vuitton house has retained a close association with automotive culture.

When George Vuitton observed the growing popularity of cars and travel, he created a double canvas material called Vuittonite to substitute leather, ensuring the iconic Louis Vuitton trunks could withstand the elements – this invention has evolved into what we know as the iconic Louis Vuitton canvas. 

As the first luxury Maison to partner with the event, Louis Vuitton will maintain a constant presence throughout the F1 tournament.

Of course, Louis Vuitton is no stranger to Formula 1— some of the sport’s biggest competitors are fans of the house. Lewis Hamilton, a seven-time world champion and 2025 Met Gala co-chair, is frequently spotted in Louis Vuitton, recently donning a logo-covered denim set at the Miami Grand Prix. He was also present at the Spring/Summer 2024 Menswear Show at Paris Fashion Week alongside F1 driver Pierre Gasly.

We recently saw the fusion of fashion and sport take centre stage at the Australian Open. Now we have even more proof that luxury fashion and the world’s most glamorous sporting events are becoming increasingly intertwined. If there was ever a sign that F1 in March will be more glamorous than ever, this is it.

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Ruby Feneley

Senior Writer

After completing a Bachelor of Arts at The University of Sydney (English Literature/Gender and Culture Studies), Ruby started her Australian media career as a media and marketing reporter for Mumbrella after a brief stint working in fashion marketing in New York. An ex-makeup artist, she quickly transitioned to beauty journalism and has held multiple in-house positions as a Beauty Editor. Ruby’s writing can be found across print and digital titles, including Dazed, GRAZIA, The Sydney Morning Herald, The Age, The Australian Financial Review, Body+Soul, Refinery29, POPSUGAR, marie claire and ELLE. Now, as Senior Writer for marie claire and ELLE Australia, she loves covering internet subcultures, TikTok trends, sex and relationships and fashion as much as she loves scouring shopping aisles for the best non-sticky lip gloss and tracking down the perfect pencil for a faux freckle.

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