LONDON — The Formula 1 craze is racing beyond the race tracks and into the mountains.
The luxury skiwear brand Perfect Moment has collaborated with the Alpine F1 Team, which races under the name of BWT Alpine F1 Team, on a capsule collection of technical outerwear and lifestyle pieces.
The pieces include ski jackets, suits and performance-driven pants with the racing team’s purple color palette, as well as base layers, knitwear, hoodies, T-shirts and accessories.
“This collaboration is an exciting milestone for Perfect Moment, blending the energy of BWT Alpine Formula One Team with our signature style and technical excellence. 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 at the track,” said Jane Gottschalk, Perfect Moment’s cofounder and creative director.
“The French heritage of BWT Alpine Formula One Team and Perfect Moment is a natural fit, for me, it just made sense,” she added.
Perfect Moment’s collaboration with BWT Alpine F1 Team.
The collection is available on Perfect Moment’s website and will be available at upcoming racing events.
In a statement, the BWT Alpine Formula One Team said the “technical outerwear produced by Perfect Moment resonates with BWT Alpine Formula One Team’s innovative objectives.”
It hasn’t been just fashion brands racing to Formula 1 in the last few years to capitalize on the popular sport, but beauty and lifestyle firms are finding their lane within the racing sport.
Last month, luggage brand Carl Friedrik signed a two-year licensing deal with the British F1 team, Williams Racing, giving the brand access to create collections based on the racing sport.
Similarly, Elemis, the British skin care brand, signed a three-year deal with the Aston Martin Aramco F1 Team as its first official skin care partner, which kicked off on March 14 at the Australian Grand Prix.
