Since the explosion of Formula 1 into modern culture, fashion and beauty brands have been partnering with drivers, teams and the sport itself — LVMH Moët Hennessy Louis Vuitton inked a decades-long deal with the sport starting this year — to get in on the racing action.
A recent Nielsen report found that the sport boasts an estimated 826.5 million fans in 2024, a 12 percent increase of fandom in the major markets of China, Canada, Argentina, Saudi Arabia and the U.S. as contributing to this growth.
From Fernando Alonso being the face of Boss to Lewis Hamilton’s partnering up with Lululemon to Carlos Sainz’s L’Oréal Paris global ambassadorship, the racing world has never before seen this many deals being cut and drivers being involved in the fashion, beauty and lifestyle space.
Most notably, these brands are using their partnerships with fan-favorite drivers to make their presence known among a growing women and younger demographic of motorsport fans. Many of these major brands have never made their foray in motorsports space until now.
With the 75th anniversary season of Formula 1 underway, here’s a look at the top motorsports drivers and their ties to the fashion and beauty world.
This list will be continuously updated.
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Fernando Alonso
Image Credit: Courtesy of Boss Since making his debut in 2001, Fernando Alonso has been a fixture in the paddock — he retired in 2018 before making his return in 2021. The two-time World Champion, winning the coveted title in 2005 and 2006 for Renault, drives for Aston Martin. He’s been with Aston Martin since 2023, replacing Sebastian Vettel after his retirement.
Boss was named Aston Martin’s official Fashion Partner in June 2022; Alonso was named brand ambassador of the German fashion brand alongside the team partnership. Boss was initially an apparel team sponsor of Mercedes from 2005 until 2017, when it moved into Formula E. Alonso has also been an Oakley brand ambassador since 2011; it returned to the racetrack after five years in 2021 when it was named technical supply partner of Aston Martin.
“I’ve long been a fan of Boss and I’m thrilled to take on this new role as an ambassador within the larger scope of their sponsorship of the Aston Martin Formula 1 team,” Alonso previously told WWD. “I look forward to working closely with the brand and representing what it means to be a true Boss both on and off the racetrack.”
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Pierre Gasly
Image Credit: Courtesy of Givenchy Parfums After joining Formula 1 in 2017, Pierre Gasly has been a driver within the Red Bull Racing universe including its sister team and its subsequent rebrandings — he won his first Grand Prix in 2020 at Monza with AlphaTauri — before making the switch to his compatriot French team, Alpine in 2023.
Although he can regularly be seen attending Paris Fashion Week and Louis Vuitton off the track, Gasly, as part of Alpine’s partnership with the company, is sponsored by Berluti — an Alpine Elegance Partner since June 2022. He dons H. Moser & Cie watches and was named their first ambassador in March 2024. And mostly notably, Gasly was named Givenchy Beauty’s brand ambassador for its Givenchy men’s fragrance franchise this year. Earlier this February, he fronted the brand’s Gentleman Society Eau de Parfum Ambrée campaign.
“To me, Givenchy epitomizes both timeless elegance and boldness,” Gasly previously told WWD. “In my opinion, the brand represents the art of self-assertion and pushing yourself further — a perfect match with my own lifestyle and philosophy.”
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Lewis Hamilton
Image Credit: Courtesy of Lululemon With the seven-time World Champion a major catalyst for the biggest brands making their foray into the Formula 1 scene, Lewis Hamilton continues to conquer the fashion world, both on and off the track. Since joining Formula 1 in 2007, Hamilton’s résumé speaks for itself: he’s driven for McLaren, Mercedes and now Scuderia Ferrari.
Thus far, Hamilton has largely avoided major brand ambassador roles. Throughout the Australian Grand Prix season opener, Hamilton wore Jacquemus, Zegna, Bottega Veneta and Willy Chavarria. Most notably, he became Lululemon’s newest brand ambassador. And he’s worked with Kim Jones on a Dior lifestyle capsule collection; Hamilton’s attended Dior Homme shows over the years as a global brand ambassador.
As part of his contract as a Ferrari driver, Hamilton can be seen wearing the Italian racing team’s slew of heavyweight sponsors for team appearances: Richard Mille watches, Ferrari Style suits, Puma tracksuits and Ray Ban sunglasses.
“It’s ultimately looking at brands that I admire,” Hamilton previously told WWD. “I try to collaborate with designers — and they come up with custom pieces — which is always awesome. In the different locations I go to, I love to utilize my platform to highlight up-and-coming designers as well. There’s a lot of options but I only have four days; there’s only so much you can wear to the track.”
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Charles Leclerc
Image Credit: Courtesy of Richard Mille Since his debut in Formula 1 in 2018, Charles Leclerc has become the face of Ferrari and is widely seen as the chosen to bring the title win back to Italy for the Tifosi, Ferrari’s die-hard fan base. Now Lecerlc is racing alongside Hamilton for the 2025 season. Off the track, Leclerc is equally in demand — he can regularly be seen wearing brands such as Nahmias, Studio Nicholson, Brunello Cucinelli, Off-White and more.
Leclerc was named APM Monaco’s brand ambassador in 2022; he’s created numerous collections with the brand as a tribute to his Monegasque roots. Moreover, Leclerc has been a global brand ambassador for Richard Mille who has sponsored him since his early karting days for more than a decade — Richard Mille also became a Ferrari partner in 2021. Ferrari’s 20-year partner, Puma similarly named Leclerc a global brand ambassador in 2024. And like his new teammate, Leclerc can often be seen wearing Ferrari Style suits and Ray-Ban sunglasses.
“I’m very happy to become a member of the Puma family,” said Leclerc. “There are so many iconic Puma athletes that I looked up to when I was younger. Now, to be able to be part of the same family is a special moment for me.”
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Lando Norris
McLaren’s longtime driver Lando Norris entered Formula 1 in 2019. He won his first Grand Prix in 2024 at Miami, Zandvoort, Singapore and Abu Dhabi — helping his team clinch the Constructors Championship trophy alongside teammate Oscar Piastri. Norris also won the first race of the year at the Australian Grand Prix.
Tumi named Norris to be its global brand ambassador in 2021 — Lando has starred in several campaigns over the years including McLaren’s 60th-anniversary collection. The brand has been McLaren’s official luggage partner since 2021. Levi’s and Reiss have both tapped him alongside Piastri to star in a number of its campaigns as part of its McLaren partnership; both brands debut their collaborations with McLaren in 2024.
“Working with Tumi these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me,” said Norris. “The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the Tumi x McLaren kit I carry to races.”
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Carlos Sainz
Image Credit: Photo by Dan Beleiu In 2015, Carlos Sainz made his debut in Formula 1 alongside Max Verstappen at Toro Rosso before moving on to race at Renault, McLaren and Ferrari. Following Lewis Hamilton’s replacing Sainz at Ferrari, he now races alongside Alex Albon at Williams Racing. Throughout his decade-long career and only the fourth driver to race for the most successful teams in Formula 1 history, Sainz won four Grand Prix during his time with Ferrari at Silverstone, Singapore, Australia and Mexico.
This year, Sainz was named L’Oréal Paris’ global ambassador — starring in a campaign for its Elvive haircare line; Sainz follows in the footsteps of racing legend Michael Schumacher, who was named a spokesperson for L’Oréal’s Elvive shampoo brand in 2000. As part of Williams Racing’s two-year licensing deal, Sainz and his teammate starred in Carl Friedrik’s luggage campaign. And alongside his father (also named Carlos Sainz), Hackett London tapped Sainz to star in the father-son new spring 2025 ad campaign.
“One of the things I have inherited from my dad, apart from the love and passion for our sport, is his sense of style and taste for quality clothing,” said Sainz. “A Hackett solution that feels classy, young and elegant, all at the same time.”
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Max Verstappen
Image Credit: Photo by Yasser Almnha/Red Bull As the reigning champion, Max Verstappen has been with the Red Bull racing family since his debut as the youngest driver in Formula 1 at its sister team Toro Rosso before moving up to the major leagues at Red Bull in 2016. At the age of 18, Verstappen became the youngest driver to win a Grand Prix ever. And thus far, Verstappen has won four consecutive championships from 2021 to 2024.
Since 2016, Tag Heuer has been the official timekeeper and partner of the Red Bull Racing team — Verstappen was appointed brand ambassador as part of this partnership. Pepe Jeans also has been a Red Bull partner since 2010, with Verstappen fronting its 2024 brand campaign. Most notably, Alpha Tauri (Red Bull’s fashion brand) appointed Verstappen as its global ambassador this year.
“I always like the AlphaTauri styles,” said Verstappen. “It’s very classy. It’s a good fit, and very comfortable. The synergy between design and technical functionality is key to his confidence — whether before a race, off the track, or while travelling to a Grand Prix. There are other brands where it can look cool, but it’s not comfortable to wear. With AlphaTauri, what I like is that it looks slick, it looks really stylish, and it’s really great to wear.”
