The illustrious world of Formula 1 racing is known for boasting cars with top-of-their-class engineering and design. Racing fans come from far and wide to watch these impressive automotive spectacles. However, F1 is tapping into a new viewership segment: fashion lovers everywhere.
WAG Central!
From Taylor Swift to Simone Biles to Alix Earle, famous NFL WAGs (wives and girlfriends) draw attention and spunk to the NFL. This works for many people who would otherwise turn their heads from the realm of football.
What happens when we make the jump from the boisterous world of football to the demure collection of Formula 1 WAGs? Well, we become immersed in the luxurious, fashionable ensembles displayed by F1 WAGs and their racers alike.
One of the most dominating racers in the world of F1 is Max Verstappen, Dutch driver for the Red Bull Racing team. He is currently dating Brazilian model and columnist Kelly Piquet. VALLEY begs the question: is Max Verstappen the fastest driver because he feels an overwhelming urge to make his gorgeous girlfriend proud? It all adds up when we take a look at Piquet’s sophisticated style.
Carmen Mundt is another influential WAG, girlfriend to team Mercedes’ driver, George Russell. An investor relations associate, this smart gal has a classy, luxurious style. Her “Shop My” online page gives breakdowns of hundreds of her outfits, allowing fans to find the pieces from their favorite ensembles.
Paddock? More Like Runway!
Not only are Formula 1 WAGs sporting expensive and gorgeous outfits, but so are their racing counterparts. The F1 paddock, the central hub for teams at a racing venue, gives NFL players’ pregame outfits a run for their money.
Luxury brands like Louis Vuitton and Burberry have taken a special interest in Formula 1 drivers. At the 2024 season kickoff at the Bahrain Grand Prix, Ferrari driver Lewis Hamilton sported an exclusive Gucci ensemble that was featured in their fall 2024 menswear show. He is infamous in the F1 community for dressing to impress, often opting for black-owned labels in the paddock.
AlphaTauri driver Yuki Tsunoda has publicly spoken about getting more DMs about his pre-race outfits than questions about the race itself. Yuki preaches the Japanese luxury fashion brand Sacai for its unique, superior quality pieces.
Wait … F1 is On The Actual Runway Too?
In 2022, we saw an impressive showing in Monaco at the Chanel 2022/23 fashion show. The infamous racing destination hosted the brand’s cruise boat show which featured a heavily F1-inspired collection. It appears that F1 and fashion are becoming rapidly intertwined.
Why the F1-Fashion Fusion?
Isn’t F1 just supposed to be aerodynamic cars speeding around a track for laps and laps? Well, the sport has evolved to be more than just a racetrack-centered event. It’s a lifestyle. The drivers and WAGs are not just there to compete, but to make a statement about the high-class life that comes with the sport.
The expensive nature of Formula 1, from top tier automotive engineering to impressive venues, has built its reputation of luxury and prestige. Driving teams want the worldwide fashion community to enter its viewership, and it uses endorsements from designer brands to do so.
What should we expect next from these brands and their favorite racers? VALLEY guesses we’ll have to wait until the next Formula 1 race to find out!
Are you more inclined to follow F1 because of its fabulous WAGs and designer endorsements? Let us know on X @VALLEYmag!
