In a dazzling fusion of haute couture and high-octane racing, Louis Vuitton accelerates into the Formula 1 arena as the title partner for the season-opening race in Melbourne.
In a landmark move set to redefine the intersection of luxury and sport, LVMH’s Louis Vuitton has been named an Official Global Partner of Formula 1 for the next 10 years, commencing in 2025. The French fashion powerhouse will kick off its motorsport journey as the title partner for the 2025 Australian Grand Prix in Melbourne, heralding a new era where high style meets high speed.
This strategic alliance brings together two global icons, each celebrated for their commitment to innovation and excellence. Louis Vuitton is set to immerse itself in the full spectacle of the F1 weekend, with prominent trackside signage making its debut appearance at a sporting event of this magnitude. In addition, the brand will play a pivotal role in the race-day festivities, including the opening ceremony and the podium celebrations where its renowned Trophy Trunks will be unveiled.
The new Trophy Trunks, adorned with the iconic Louis Vuitton monogram and the unmistakable “V” emblem, will be customized with a unique local color scheme for every race—an elegant twist on the classic brown background that has long been synonymous with the brand. This latest initiative builds on Louis Vuitton’s previous forays into Formula 1, where the first Trophy Trunk was introduced at the Monaco Grand Prix between 2021 and 2024. Since then, the symbol of triumph has become a familiar sight across premier global sporting events, from football and sailing to the Olympics.
Louis Vuitton’s enhanced role within the Global LVMH Partnership underscores a broader vision: a convergence of fashion, culture, entertainment, and sports. This collaboration celebrates not only the spirit of competition but also the artistry and craftsmanship that both worlds embody.
Stefano Domenicali, President and CEO of Formula 1, expressed his enthusiasm about the partnership:
“We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence, and creativity, which makes them two exceptional timeless stories. The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”
Pietro Beccari, Chairman and CEO of Louis Vuitton, also commented on the exciting union:
“I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir-faire of our ateliers and garages, artisans and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
As the racing calendar gears up for an electrifying season, the Louis Vuitton Australian Grand Prix promises to be more than just a contest of speed—it will be a celebration of the relentless pursuit of excellence, where every lap and every design detail speaks to the fusion of tradition and modernity. With its debut at the Melbourne circuit, Louis Vuitton is set to leave an indelible mark on the world of Formula 1, signaling that in the race for prestige, luxury is now in pole position.
