Formula 1 is no longer limited to racing tracks or motorsport audiences, but in recent years it has transformed into a cultural phenomenon that intersects with fashion, entertainment and lifestyle. As its audience base expands globally, the racing world is attracting the interest of luxury brands and designers, while some of its elements have become sources of inspiration for everyday looks and street fashion.
Saudi fashion stylist Noura Al-Issa believes that the fundamental turning point in the transition of Formula 1 from a specialized sport to a mass phenomenon was the acquisition of the sport by Liberty Media in 2017, because the launch and expansion of the subscription-based live broadcast service made it possible to follow the races from different angles, including car cameras and an extensive archive, which contributed to reaching a new audience.
Al-Issa points out in an interview with the CNN Arabic website that this expansion was also reflected in the composition of the Formula 1 audience, as women previously constituted only about 8% of the fan base, while they now constitute about 48% of the new fans, according to the “Official Formula 1” website. She believes that the expansion of the audience was one of the factors that prompted more fashion brands to sponsor Formula 1 teams and cooperate with their drivers.
In this context, partnerships between Formula 1 and the world of luxury are becoming more prominent, including the ten-year global partnership with LVMH, which began last year.
Gucci also became the first luxury fashion house to assume the role of main partner of a Formula 1 team, with its partnership with Alpine entering into force in the 2027 season under the name “Gucci Racing Alpine Formula One Team.”
Al-Issa believes that these partnerships reflect the expansion of Formula 1's audience base and its transformation into a more present phenomenon in popular culture.
In Al-Issa’s opinion, these major partnerships reflect a shift in the nature of the Formula 1 audience, which has become more widespread and connected to the prevailing culture. It also confirms that the relationship between sports and fashion is not limited to designers drawing inspiration from the world of racing, but rather extends to multiple aspects, from luxury brand ambassadors among drivers to fashion houses’ sponsorship of Formula 1 teams.
One of the most prominent examples that Al-Issa cites of translating the aesthetics of Formula 1 into fashion is the “Chanel Cruise 2023” collection that the house presented in Monaco. She explains that the collection was inspired by the atmosphere of Monaco in general, and it is natural for it to include elements related to Formula 1, especially since the Monaco Circuit is one of the most famous circuits in the world, and combines history, luxury, and showmanship.
Formula 1's influence extends not only to fashion shows and luxury partnerships, but also to fans' everyday wardrobe. Al-Issa says that, as a follower of Formula 1, she began collecting pieces bearing the logos of her favorite teams, from hats to T-shirts and hoodies. But she believes that these pieces do not necessarily belong to fashion in the traditional sense, as much as they represent spontaneous everyday clothes that create a space for communication between fans and open common conversations about teams and drivers.
Al-Issa also points out that the entry of the F1 Academy into the scene has added a new dimension to the relationship between Formula 1 and the fashion and beauty sectors, with the increasing interest of brands in these female drivers. The female drivers of the Formula One Academy, Alba Larsen, Nina Gadiman, and Rachel Robertson, have recently appeared on the cover of an international fashion magazine, with looks that combined their racing suits with Louis Vuitton jewelry, in an image that reflects the intersection between sports identity and luxury.
As for the role of celebrities in spreading the Formula 1 aesthetic, Al-Issa does not believe that a specific famous person was behind this transformation. In her opinion, celebrities have always attended grand prix races, but the most influential factor in attracting a new female audience and making the sport more popular was the Drive to Survive series, and the emotional connection it created between viewers, drivers and teams.
