The influence of Formula 1 continues to extend well beyond the track, as drivers and teams dive deeper into the worlds of fashion, tech, and lifestyle. With the sport’s cultural momentum at an all-time high, more brands than ever are racing to get involved, dropping capsule collections and collaborations inspired by the grid. Here’s a look at some of the most exciting new launches.
Dior x Lewis Hamilton
Lewis Hamilton unveiled his second capsule collection with Dior, revealing that it was inspired by the concept of ‘Afrofuturism.’ The seven-time world champion, who inked a brand ambassadorship deal with the French fashion house last summer, said the collection was created after his transformative travels to Morocco, Senegal, Mozambique, Benin and Madagascar.
“I heard so many incredible stories that inspired me to imagine the future of Black culture. The way we tell stories through art, science and philosophy is really special,” Hamilton said in a statement. “Seeing these ideas brought to life through color and movement inspired me.”
The Ferrari driver, who is gearing up to co-chair the Met Gala early next month, went on, “Being authentic to your style and communicating yourself through clothing is such a powerful feeling. That’s what this collection embraces — an exploration of identity, versatility and expression.”
Fans can get their hands on the collection starting July 3.
Reiss x McLaren
Following a successful debut collection, British fashion house Reiss released a second drop in collaboration with McLaren. "We’re thrilled to introduce Season 02 of our Reiss x McLaren F1 Team Collection, bringing fans an evolution of our continued partnership," a rep for the brand told Motorsport. “Our product and design teams have worked tirelessly to build on last season’s success, refining every detail to elevate the collection even further.”
They added, “The initial response from fans across social media has been fantastic, and we’re excited to connect and engage with the passionate McLaren F1 community throughout the season.” The collection features fleece hoodies, joggers, chic cardigans and biker jackets, all of which have been worn by Lando Norris and Oscar Piastri.
Perfect Moment x Alpine
Alpine is teaming up with luxury ski and lifestyle brand Perfect Moment for a special-edition capsule. Born in the French Alps, Perfect Moment shares the same commitment to performance as the F1 team, and is set to release a collection of technical outerwear including ski jackets, performance-driven ski pants, and versatile base layers - all reimagined in Alpine’s signature colors.
“We wanted to create something truly special for fans of both worlds -- high performance apparel that looks as good as it performs on the slopes and on the track,” Jane Gottshcalk, Perfect Moment Co-Founder and Creative Director, said. “The French heritage of BWT Alpine Formula One Team and Perfect Moment is a natural fit, for me, it just made sense and we can't wait to launch the collection soon."
Carl Friedrik x Williams Racing
Premium travel brand Carl Friedrik has dropped a sleek new collaboration with Williams Racing. Released earlier this month, the co-branded collection is designed for all kinds of travelers, whether navigating an airport terminal or walking into the F1 paddock.
The campaign stars both Alex Albon and new team member Carlos Sainz, who has been keeping busy on the commercial front since joining the British outfit. Fans can now purchase the Williams Core Carry-on and the Traverse Backpack, which blend the brand’s signature minimalism with Williams’ iconic color palette.
Loop x McLaren
McLaren Racing recently named Belgian sound innovation company, Loop, its first-ever Official Earplug Partner. The collaboration debuted with the McLaren Formula 1 Team x Loop Switch 2, a special edition product dressed in McLaren’s iconic Papaya Orange.
The earplugs feature three adjustable noise reduction modes, offering up to 26 dB of passive noise control, which come in handy at the track. "The partnership with Loop embodies our commitment to performance and giving our team every advantage," Matt Dennington, McLaren Racing’s Co-Chief Commercial Officer, said in a statement.
Bowers & Wilkins x McLaren
In true McLaren fashion, the team also has a a new official audio partner in Bowers & Wilkins. The brand has been celebrated for producing premium audio systems in McLaren’s supercars over the past decade, and will continue to build on that partnership with the new Pi8 McLaren Edition wireless earbuds.
"This reimagining of our award-winning earbuds elevates our partnership even further," said Giles Pocock, Vice President of Brand Marketing at Bowers & Wilkins.
