Formula 1 now appeals to everyone

The Abu Dhabi Grand Prix will conclude the Formula One World Championship. This edition has only confirmed the dominance of Max Verstappen, who secures his third consecutive title. However, considering the overall season, many changes have been introduced to the sport this year. Particularly in terms of perception, it is highly likely that we will remember 2023 as a watershed moment between an old and a new Formula One, significantly expanding its audience. In short, from every perspective, there seems to be a general interest both in the sport itself and in the distinctive aesthetics that have inevitably become intertwined with everyday life.

The term "racing gear" refers to the equipment, clothing, and accessories associated with motor sports, which have gradually merged with the fashion industry over the years. An example of this is the racing jacket, prominently featured last year, solidifying the presence of a very tangible trend: the comeback of vintage outerwear. In 2022, the Detroit model from Carhartt took the lead. Focusing on the motorsport sector and how it might establish a "new conversation" with clothing, it is reasonable to express cautious optimism.

The entire imagery surrounding the motorsport or racing sector could gradually detach from the conventionally male sphere where it has traditionally found comfort and narrative. The catalyst for what would be a radical shift will likely be the usual celebrities seizing the dual input from fashion and motorsport brands. Just a few days ago, A$AP Rocky paired a Mercedes Benz collaboration AWGE crewneck with a Bottega Veneta faux leather pants, topped with a toolbox (also known as a tool case). A red toolbox, priced at around $100. It's true that A$AP has become the new creative director of the PUMA and Formula 1 partnership, but we certainly wouldn't have expected to see him photographed with a bulky - and we're ready to bet, also heavy - aluminum box usually used in Formula 1 pits or more commonly by mechanics in their workshops.

The Future for Fashion and Motorsport

Balenciaga SS24

Casablanca SS24

Ferrari SS23

Moschino SS16

Rocky's use of the toolbox triggers an important reflection as it could initiate the evolution of items that have somehow contributed to defining the male genre and could spread rapidly to an as-yet-unexplored audience. Rocky's choice, from the right perspective, can be interpreted as a trial balloon for a path that fashion entities had begun to trace: we recall the campaign of Aimé Leon Dore and Porsche, the collaboration between Paul Smith and MINI, and the numerous projects of L'ART DE L'AUTOMOBILE, including the one with Carhartt. Then, it delves into sports: Palm Angels became a partner of the Haas Formula 1 team in 2022, and Ferrari debuted on the runways in 2021, presenting the first ready-to-wear collection.

The race uniforms "on the runway" signed by Ferrari have no fear of competing with brands in the upper echelons of the fashion system, despite some companies in the past, even after Ferrari's move, exploring this territory by showcasing motorsport-inspired garments on the runway. The most recent one is Balenciaga, but if we go back seven years, we encounter Moschino. Yet, none of these brands has decisively and concretely taken hold of the Gen Z. Apart from the brief mention of leather jackets, no motorsport-inspired product has been able to cloak itself in the coolness aura often needed to become viral and desirable. That's why the fact that Rocky decided to use a toolbox - while his "colleagues" Jacob Elordi and Pharrell Williams carry "normal" bags - finally ignites a glimmer of hope regarding the consideration of motorsports in this sense.

Stables Turn into Fashion Houses

Increased openness of a sport like Formula 1 towards fashion (and vice versa) could replicate what football is experiencing with the phenomenon of Bloke Core. This has not only led to a surge in the trend of football jerseys but also accelerated the process of metrosexualization of sports. One of the means Formula 1 is employing to become more appealing to the younger generation, no longer predominantly male-oriented, involves excess, excitement, and a fresh dose of fashion. The newly established Las Vegas Grand Prix is contributing to the first aspect, aiming to become the Super Bowl of motorsports. According to results, the path taken by the Formula One Group seems to be the correct one. The event held last week turned into a runway for numerous brands. The first collection by A$AP Rocky and PUMA was made available in an exclusive pop-up; Leclerc and Sainz wore garments designed by the designer Joshua Vides. Most notably, the collaboration between Palace Skateboards and Kappa debuted, created for the Alpine team and worn by the team staff and supporters. It is essential to emphasize how Formula One, to add a more glamorous twist to its identity, had to adopt an American approach. Starting from the inclusion of rapper A$AP Rocky, through the race along the Las Vegas Strip, Formula One, to become fashionable, had to knock on the door of Americans. With this, we can expect a series of repercussions on the automotive scene in general, historically considered the domain of elitist circles and with a somewhat exclusive character. In hindsight, it is only fair to give a special mention to Lewis Hamilton, a quintessential figure who has contributed to shaping a new concept of a driver, interested in fashion and its incorporation into pre-race moments.

If, for the moment, we can draw a conclusion, we feel confident in stating that Formula 1, shortly, will succeed in establishing itself definitively as a cornerstone of fashion and glamour. Who would have thought? There was a need to compromise, to focus on celebrities and apparel, but the mission is almost accomplished.