Formula 1 is having a fashion moment thanks to Gen Z. Once seen as a boy’s club, F1 has become a hotspot for luxury fashion, now attracting tons of female fans and major brands looking to cash in. Louis Vuitton just locked in a 10-year partnership with F1, and drivers like Lewis Hamilton—now a Lululemon ambassador and MET Gala co-host—are proving that high-speed and high-fashion can go together. With the Netflix docuseries Drive to Survive and social media pulling in more female fans (now 40% of the audience), it’s no shock that brands are jumping on board. And since Gen Z is turning to TikTok and Instagram for style inspo—and buying straight from their feeds, according to YPulse—F1’s fashion takeover probably won’t be slowing down anytime soon. (Women’s Health Mag)
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