Ask an F1 fan about what drew them to the sport, and you’ll be met with a variety of responses—speed, adrenaline, competition, innovation—but the overarching theme is usually the same. This is a sport where 20 men thrash very expensive machines around circuits at very high speeds, and the culture surrounding it has long been associated with the same hypermasculine, thrill-chasing energy. But in recent years, a shift has been taking place around Formula 1 and what it means to be a fan, and it’s leading the sport into previously uncharted territory.
The sport’s popularity exploded following the release of Netflix’s Drive to Survive, a documentary series that spent as much time on paddock politics and interpersonal stories as it did on racing. It’s well-documented that this newer generation of F1 fans includes a large number of Gen Z and female members, who are passionate about the human side of the sport and the storytelling that comes with it.
Younger and female fans are, of course, as invested in on-track action as any old-school petrolhead, but they often have fresh takes on how to approach F1 fandom. This prompts teams and drivers to take new approaches, telling their stories by diving into the worlds of fashion and beauty. Whether it’s by releasing capsule collections, taking to the runway, or launching a team-wide rebrand, F1’s foray into fashion has been wide-ranging, and it doesn’t show signs of slowing down. Below, GRAZIA dives into some of the most notable overlaps between the worlds of racing and fashion.
Lewis Hamilton’s Paddock Fashion Week
You can’t discuss Formula 1 and fashion without mentioning the GOAT himself—Sir Lewis Hamilton. Aside from being a 7-time world champion and holding the record for the most wins in F1, Hamilton is passionate about pushing style boundaries and has made a solid name for himself in the world of fashion. A Dior ambassador as of last year, the racing legend designed and released a capsule collection with the French house, and also co-chaired the 2025 Met Gala alongside Colman Domingo, ASAP Rocky, Pharrell Williams, and Anna Wintour.
His showcase of looks during race weekends is eagerly awaited by fans, who have dubbed it ‘Lewis Hamilton Fashion Week’. Hamilton’s style blends the edginess and slouchy silhouettes of streetwear with luxury and fine tailoring, but his most memorable looks are those that shape these elements into a narrative. Take his all-white ensemble at the 2025 Met Gala, designed by Grace Wales Bonner and adorned with cowrie shells representing spiritual protection in African culture. Or perhaps his paddock outfits across the Abu Dhabi Grand Prix last year: during his final race weekend with Mercedes before his explosive move to Ferrari, Hamilton’s looks slowly transitioned from all white to bright, rosso corsa red—a masterclass in storytelling through colour.
His often defiant approach to fashion is informed by his journey as the only black driver to ever compete in F1. In conversation with celebrity stylist Law Roach, Hamilton shared what drew him to the world of fashion. “It opened up my mind because I felt like I belonged in that environment. I felt like I wasn’t being judged for what I was wearing. You see people from all different walks of life, compared to my industry, where you walk in and you’re the only one there. When I came to fashion shows, there was a much more diverse group of people. I fell in love with it.”
His fashion exploits haven’t always been welcomed by senior motorsport figures, but Hamilton has a way of silencing the critics. It was in Singapore seven years ago that he made one of his strongest on-track statements against his naysayers. Ahead of the 2018 Singapore Grand Prix, Hamilton had faced a bevy of criticism for attending New York Fashion Week with Tommy Hilfiger on the Wednesday before the race. Many in the motorsport media felt it was an unnecessary distraction for a driver of his calibre. Hamilton flew into Singapore the following day, clinched pole position on Saturday with what is often regarded as one of the best laps in F1 history, and won the race on Sunday. Recalling the media frenzy surrounding the weekend, Hamilton said, “The narrative was: ‘Oh, he’s not focused.’ But I wasn’t out partying late or drinking like that. I got to Singapore, and I delivered one of the best laps that I’ve ever delivered. And after that, everyone was like, ‘Oh, he can do that.’” It’s hard to think of something Hamilton can’t do, be it on track or by the runway.
Ferrari Paints The Runway Red
Hamilton’s current team has also made their own foray into the world of high fashion. In 2021, the storied Italian carmaker launched Ferrari Style, a luxury fashion label headed by Rocco Iannone, a designer with former stints at Giorgio Armani and Dolce & Gabbana. Under Iannone’s direction, Ferrari Style has showcased a number of eye-catching collections in its four-year tenure, most recently at Milan Fashion Week this September. Iannone’s creations for Ferrari are heavily motorsport-inspired, drawing from the sleek, undulating lines of a Ferrari chassis as well as the boxy silhouettes of the Scuderia’s driver and mechanic uniforms.
Alongside the burgundy leather and faded denim that are becoming Ferrari Style trademarks, their Spring/Summer 2026 collection also featured softly draped silk canvas and cashmere with ruched detailing. The label marks the first time a carmaker has ventured into the luxury fashion space, and has been spotted on superstars like Lisa during Blackpink’s Deadline tour.
F1 Academy Breaks The Glass Ceiling
This weekend in Singapore, all eyes will be on the 20 men racing at breakneck speed around the Marina Bay circuit—but you might not know that there’s an equally driven group of young women racing on the same track. The 18 young women competing in F1 Academy push tirelessly to bring female drivers one step closer to achieving their F1 dreams. Under the leadership of Managing Director Susie Wolff, F1 Academy also doesn’t shy away from partnerships with traditionally feminine brands, often embracing the chance to break stereotypes surrounding strength and femininity.
Wolff recently announced an adorable partnership with Hello Kitty for the upcoming Las Vegas Grand Prix, which includes a Vegas-exclusive 36-piece merch collection and Hello Kitty-themed grandstands. Last season, beauty mogul Charlotte Tilbury also jumped at the chance to partner with the series, which saw French driver Lola Lovinfosse’s car plastered with lipstick marks and the brand’s iconic logo. As of the 2025 season, British-Canadian driver Chloe Chong has the honour of driving the punchily named Hot Lips car, which spectators at the Singapore Grand Prix can spot on track this weekend.
Giorgio Armani For Ferrari
It’s often said that drivers become legends either by winning with Ferrari, or by beating Ferrari—but there’s no doubt that when legends are in discussion, the historic Italian team is always a part of the equation. This is perhaps what made Scuderia Ferrari’s partnership with the late icon Giorgio Armani so harmonious, as it brought together two juggernauts of Italian style and culture. In 2021, Ferrari signed a multi-year deal that made Giorgio Armani responsible for designing the formalwear for all the team’s off-track events. Their lineup at the time consisted of Charles Leclerc and Carlos Sainz, who were often spotted cutting dashing figures in Armani’s tailored suits. Leclerc was also made an ambassador for Giorgio Armani’s Made to Measure line in 2020, starring in multiple campaigns for the Italian house. The Monegasque driver posted a touching tribute following Armani’s passing, sharing that it was “a great honour to have had the chance to meet and work with such an amazing person.”
Tommy Hilfiger’s Nostalgic Motorcore Staples
Aside from being one of the main sponsors of the Mercedes F1 team, Tommy Hilfiger has brought its signature preppy charm to a number of motorsport-related collaborations. The American fashion brand partnered with the F1 movie to release a capsule collection of motorcore-inspired pieces, with F1 star and Tommy Hilfiger ambassador Damson Idris acting as the face of the launch. Similar to Ferrari Style’s approach to motorcore, the collection drew inspiration from the uniforms worn by drivers and mechanics, including pieces like a vegan leather moto jacket and a crisp button-down emblazoned with the Apex GP logo. Hilfiger felt the partnership was at the cusp of the cultural shift bringing fashion and motorsport together. “This film [is] setting a benchmark in what we call ‘fashiontainment’, where the future is being shaped. It’s a bold new chapter, and we’re setting the pace for what comes next.”
The brand’s interest in F1 was not just skin-deep. Tommy Hilfiger recently unveiled a motorsport-themed Fall 2025 campaign starring Blackpink’s Jisoo. Titled The Hilfiger Racing Club, the collection brought a playful, feminine charm to motorsport fashion. “I’ve always had a personal love for cars, and Tommy reimagined this venue with his bold and vibrant style,” Jisoo shared about the collection. “I felt so confident and at ease in his latest collection, which plays with the classic codes of prep and feels so personal, playful and refined.”
McLaren’s Papaya Mission
There was a time when the McLaren F1 team kept their drivers on a tight leash. They were allegedly only allowed to wear the team kit or a suit, and even their haircuts were required to be ‘clean’. Those days ended when CEO Zak Brown took the helm. Under the direction of Brown, McLaren has revitalised not only their championship hopes, but also their relationship with fans and partners. “The brand had kind of become cold and steely,” McLaren’s chief marketing officer recalled. “It was like, ‘We’re going back to our roots, and we’re going back to papaya.’” Papaya refers not to the fruit, but to the bright shade of orange that many iconic McLaren F1 cars have sported throughout the team’s history. Brown’s mission began with putting papaya back at the forefront of McLaren’s branding, aiming to energise the team’s longtime fans while also capturing a newer, younger, and more female audience.
These efforts extended to the fashion world, including collaborations with brands like Abercrombie & Fitch, whose McLaren-emblazoned graphic tees are a popular offering. Another notable collaboration at a higher price point came with London-based brand Reiss, which designed several chic pieces with subtle papaya accents. McLaren driver Lando Norris has also dipped his toes into the world of style and beauty, becoming the face of Ralph Lauren’s Polo Red fragrance in 2024 and launching merchandise lines through his own content company, Quadrant. While the racing will always be at the forefront of every F1 fan’s mind, McLaren’s off-track rebrand is a quiet reminder that the tides around the sport are shifting, as is what consumers want to see from F1 teams.
This story first appeared on GRAZIA Singapore.
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