Racing has become a glamorous pastime for dripped-out drivers and fans alike.
Stylish drivers have a certain appeal, and luxury-fashion houses have recognized their PR potential.
This recent style explosion ultimately comes down to new revenue opportunities bolstered by fans’ desire to dress in a way that communicates their love of the sport. There are finally some more affordable ways to dress like a F1 fan — compared to the $80 I spent on a black baseball cap embossed with a tiny Scuderia Ferrari logo at the Miami Grand Prix, those fast-fashion collaborations are a steal. For some fans, it’s a way to identify your tribe, like wearing an obscure band tee.
As the sport continues to grow in popularity — and as drivers continue to post to social media, where they can let their individual personalities shine — so too will the connection between fashion and the apex of motorsports. Don’t expect the brand deals to slow down: Stylish drivers have a certain appeal, and luxury-fashion houses have recognized their PR potential.
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