Louis Vuitton Announces a New Partnership with Formula 1

Emma Hodgson   |   29-01-2025

Louis Vuitton and Formula 1 bring together the ultimate fusion of speed and style

In an era where the worlds of fashion and sport collide with ever-increasing velocity, Louis Vuitton’s latest foray into the world of Formula 1 is nothing short of a power move. 

The House of Vuitton, synonymous with craftsmanship, innovation, and the art of travel, has cemented its place on the grid as an Official Partner of Formula 1 in a decade-long alliance that will see luxury and high-octane racing intertwine like never before.

The partnership will kick off with the Formula 1 Louis Vuitton Australian Grand Prix 2025, where the House will take centre stage both on and off the track. From trackside signage to the ever-iconic Trophy Trunk, Vuitton’s presence will be felt in the moments that define champions. 

The legendary trunks, handcrafted in the maison’s Asnières atelier, have long been the chosen vessels for the world’s most coveted trophies, from the FIFA World Cup to the Olympic Games. Now, in Formula 1, these monogrammed masterpieces will house the ultimate symbol of triumph: the championship trophy.

Louis Vuitton’s connection to the automotive world is far from new. As early as 1897, Georges Vuitton anticipated the rise of the automobile, designing the first ‘auto trunks’ to withstand the rigours of travel. By the 1990s, Louis Vuitton was not only crafting for the road but celebrating it, organising the Louis Vuitton Classic Runs and Design Awards. This new chapter in motorsport is less about nostalgia and more about evolution, seamlessly bridging heritage with modernity, and artistry with adrenaline.

The global reach of Formula 1 ensures that this collaboration will be witnessed by millions, from the grandstands of Monaco to the bright lights of Las Vegas. And in an age where luxury is increasingly defined by experience rather than possession, Louis Vuitton’s presence on the F1 circuit is a masterstroke. It is not about merely selling an idea of exclusivity; it is about immersing an audience in a world where fashion, speed, and spectacle reign supreme.

Pietro Beccari, Chairman and CEO of Louis Vuitton, put it succinctly: this partnership embodies “the synergy of our two worlds,” a harmony between artisans and engineers, designers and drivers, all in pursuit of perfection. Stefano Domenicali, President and CEO of Formula 1, echoed this sentiment, calling it a partnership of “innovation, excellence and creativity.” In essence, it is a meeting of minds—one that recognises that true luxury is not just about what you wear, but the world you inhabit.

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