13 mai 2022
13 mai 2022
The tables are turned in Formula One. After years of disinterest and a hybrid era marked by the domination of Mercedes, motorsport is experiencing a new golden age. It is being driven by more competitive single-seaters than ever before, stronger marketing campaigns – including a globally successful Netflix series – and a new generation of drivers who are more creative, committed and in touch with their audience.
Inspired by this new start, fashion brands – Chanel, Casablanca, Tommy Hilfiger – are taking the plunge and making extensive use of the automotive lexicon in their dressing rooms. On the design side, designers are also vying with each other to instil F1 codes into their collections and interiors. Watch out for the start.
Drive To Survive
Pierre Gasly, Charles Leclerc, Max Verstappen, Esteban Ocon… For several years now, F1 has been driven by a young generation of jack-of-all-trades. Between two races and two interviews, these inquisitive and intrepid millennials are swapping their driver’s hat for that of designer, creator or muse… They are breaking the codes of motor sport by opening up the sector to other disciplines, making F1 more desirable in the eyes of the new generations.
The winner of the Grand Prix of the meeting of the disciplines is Sir Lewis Hamilton. Seven-time world champion, Knight of the British Empire but not only. Since 2018, the Formula 1 driver has been working with the American designer Tommy Hilfiger on ready-to-wear collections inspired by motor sport. It has since become the official partner of the Mercedes team.
Red Bull Racing – four times world champion – is always looking for sensationalism and is disrupting the field with marketing campaigns that are each more eccentric than the last. The latest example: the team trains its mechanics to perform a « pit stop » in zero gravity.
Eternal inspiration for Karl Lagerfeld, Monte-Carlo is now part of Virginie Viard’s repertoire for Chanel’s 2023 Cruise collection. Tweed suits, numbered caps, chequered details, racing cars and Ferrari red… The artistic director sets her sights on the Monegasque capital and pays homage to the legendary Grand Prix through silhouettes that are both sportswear and glamour.
On the grid, we also see a street lexicon mixed with the opulent iconography of Monaco, its casinos, palaces and Grand Prix. In pole position: the Parisian ready-to-wear brand Casablanca with its autumn-winter 2021 collection that assimilates contemporary jogging cuts with retro 1960s codes, with old Casablanca re-sponsored single-seaters as a backdrop.
From the CÉLINE SS21 fashion show on the Circuit Paul Ricard to the Loop carpet by Goodmoods Éditions, the race track inspires and turns heads. Between Space Age and Color-blocking inspirations, the 100% wool hand-tufted piece assumes its speedway-like rounded contours and qualifies for the race to boldness.
We are heading for Emilia-Romagna, where Enzo Ferrari made history with his Scuderia. More precisely in Maranello where India Mahdavi has finely refurbished the legendary Cavallino, the Ferrari trattoria located just opposite the factory. From yellow to red, the interior designer has drawn on the brand’s palette to resurrect a mythical place still marked by the comings and goings of the great names in motor sport.
Still in Maranello, a few kilometres from the Fiorano circuit, Ferrari unveils its new aesthetic trajectory through a retro-futuristic flagship conceived by Sybarite as the perfect metaphor for a car going at full speed… A showcase driven by sharp lines and a Rosso Fiorano that is redder than ever, which echoes the most mythical and ancient of Formula 1 cars.