Louis Vuitton Becomes Official Partner of Formula 1
The worlds of fashion and motorsport collide in an epic partnership between Louis Vuitton and Formula 1. With a 10-year agreement, the fashion house is now being placed at the heart of motorsports for the foreseeable future.
Victory Travels in Louis Vuitton
Louis Vuitton and Formula 1 first intersected when the LVMH Group became the Global Partner of Formula 1 in October 2024. Thereafter, their parallel quests for innovation and victory made them a force to be reckoned with.
This partnership comes at a time when fashion, culture, entertainment and sports converge like never before. Now, LV will have a constant presence around the racetrack with, for example, their first-ever trackside signage and more.
Of course, the fashion brand’s Trophy Trunk will be the star of the show. Emblazoned with the iconic LV monogram, the Trophy Trunks’ colour schemes will be adapted for each race location. And, it will be presented not only before the races, but also on the podium, with the race champion.
Pietro Beccari, Chairman and CEO of Louis Vuitton, says: “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft and precision.” He adds that the synergy of their two worlds is echoed in the savoir faire of their ateliers and garages, artisans and engineers. All that, “while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
Louis Vuitton as Title Partner
Further to this, Louis Vuitton is also the title partner of the first Formula 1 race of the 2025 season, taking place on 13 March. Yes, the season revs to a start in Melbourne with the Louis Vuitton Australian Grand Prix. The brand will assert itself at the opening ceremony, podium and throughout the race with the tagline: “Victory travels in Louis Vuitton.”
Stefano Domenicali, President and CEO of Formula 1, says: “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.” Furthermore, he adds: “The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition.”
The Legacy of the Louis Vuitton Trophy Trunk
Did you know that Louis Vuitton’s Trophy Trunk has appeared at sporting events across the globe for many years? That includes the FIFA World Cup, Ballon d’Or, Olympic and Paralympic Games Paris 2024, as well as America’s Cup. However, it first entered the ranks of Formula 1 in 2021 in partnership with Automobile Club de Monaco.
The specialised Formula 1 Trophy Trunks are assembled at the historical atelier in Asnières. Interestingly, this is also where the first ever ‘auto trunks’ were produced under George Vuitton, son of Louis Vuitton, in 1897. Essentially, these trunks were designed with classic vehicles in mind. Hence, the trunk was initially mounted to the rear of the vehicle.
The House moved away from leather in favour of a resistance canvas material then, coining the term ‘Vuittonite.’ Consequently, this material has since evolved to still be prominent in today’s Trophy Trunks.
Clearly, Louis Vuitton has always had a link to motorsports and automobile-related designs. In fact, in 1990, the House organised its own rally known as the Louis Vuitton Classic Runs. This was transformed into the Louis Vuitton Classic and Design Awards in 2006.
LV is the perfect partner for Formula 1. Here, craftsmanship, teamwork and innovation marry anew. So, get ready to see the fashion icon on your screens alongside the race cars and beloved drivers.
