The 2025 Formula One World Championship is set to begin on March 16, 2025, with the inaugural Formula 1® Louis Vuitton Australian Grand Prix taking place in Melbourne. This eagerly anticipated race marks the start of a new season, introducing significant changes that are likely to transform the sport. One of the most notable developments is the partnership with renowned fashion house Louis Vuitton as the Title Partner, initiating an exciting collaboration that brings the renowned luxury brand into one of the most thrilling and competitive racing circuit.
Louis Vuitton’s involvement isn’t the only highlight of the upcoming season. As Formula One undergoes unprecedented global expansion—with a record of 24 Grand Prix on the calendar—other LVMH brands are also making their presence, showing that Formula One as a must-watch global phenomenon. Another highlight is the sensational move of British racing driver Lewis Hamilton from Mercedes to Ferrari, which has created immense excitement among fans. As the seven-time world champion transitions into the red colors of Scuderia Ferrari, fans are expected a highly competitive season.
Louis Vuitton’s collaboration with Formula One underscores its strong connection to motorsport, especially showcased through its participation in the Monaco Grand Prix from 2021 to 2024. The brand’s ties to racing cars dated even further back; in 1897, Georges Vuitton designed sturdy automobile trunks, anticipating the rise of car travel. His innovative use of weather-resistant “Vuittonite” canvas laid the foundation for the brand’s iconic materials, reflecting Louis Vuitton’s legacy of creativity and forward-thinking design. This blend of history and modernity uniquely positions the brand in the realms of high-speed sports and luxury.
For the first time, Louis Vuitton will display trackside branding at every race—a groundbreaking advancement in sports sponsorship. A key feature of this partnership is the introduction of the prestigious Trophy Trunk, crafted at the historic Asnières artelier. This piece will hold the winner’s trophy during podium ceremonies, symbolizing the fusion of sporting achievement and artistic excellence. Additionally, the fashion house will unveil its distinctive “V” emblem on the Trophy Trunks, tailored with unique color themes for each event, further enriching this collaboration.
Pietro Beccari, President and CEO of Louis Vuitton, and Stefano Domenicali, President and CEO of Formula One, are collaborating on creating extraordinary experiences that merge sophistication with dynamism and celebrates the ethos of pushing boundaries and reimagining possibilities. And of course, both brands are sharing the common focus on the the commitment to innovation.
As the new season unveils, Louis Vuitton’s journey with Formula One promises to be as exhilarating as the races themselves—a pursuit where triumph and elegance go hand in hand. With each race, as the fastest cars take the podium, the Trophy Trunk will stand as a lasting symbol of not only victory, but also the seamless fusion of luxury and performance. In the high-stakes world of Formula One, where every second counts, it’s clear: victory indeed travels in Louis Vuitton.
