Once hidden behind helmets and fireproof suits, Formula One drivers are now stepping into the spotlight—not just as athletes, but as bona fide fashion influencers. What was once a sport dominated by engine roars and tire smoke has quietly shifted gears, merging high-speed thrills with high-fashion appeal. The grid is no longer just a battleground for speed; it’s a runway.
The transformation didn’t happen overnight. Like a finely tuned engine, it required the right mix of fuel—social media, Netflix’s Drive to Survive, and a growing female fanbase—to ignite the trend. Suddenly, drivers weren’t just judged by lap times but by their off-track swagger. Lewis Hamilton, a seven-time world champion, didn’t just race; he strutted into paddocks in bold prints, daring cuts, and collaborations with Tommy Hilfiger, proving that speed and style could coexist.
Other drivers followed suit. George Russell, Esteban Ocon, and Carlos Sainz Jr. became the faces of luxury watchmakers and fashion houses. Teams, once focused solely on aerodynamics, now employ stylists to curate their drivers’ wardrobes. Mercedes even hired a driver styling coordinator, ensuring their racers look as sharp as their cars perform.
The appeal is simple: exclusivity. With only 20 drivers on the grid, brands aren’t just sponsoring athletes—they’re aligning with global icons. Unlike football or tennis, where rosters are vast, F1 offers a handpicked selection of personalities, each with a built-in fanbase.
Even Hollywood took notice. Brad Pitt’s upcoming F1 film, backed by the sport itself, will feature Tommy Hilfiger as a fictional sponsor—blurring the line between reel and real life.
The trend shows no signs of slowing. As F1’s audience grows younger and more style-conscious, teams and drivers are doubling down on fashion partnerships. Alpine, Red Bull, and Ferrari aren’t just racing for podiums—they’re vying for the title of best-dressed. And with Hamilton set to co-chair the Met Gala, the message is clear: F1 isn’t just a sport anymore. It’s a cultural force, and its drivers are the new front-row stars.
