Louis Vuitton is accelerating into the world of Formula 1, bringing its signature craftsmanship and luxury to the pinnacle of motorsport. The iconic French fashion house has signed a ten-year partnership with F1, marking a new era where high fashion meets high speed. The collaboration will officially debut at the season-opening Grand Prix in Melbourne on Sunday, March 16, with a new slogan: “Victory travels in Louis Vuitton.”

As part of this partnership, Louis Vuitton will create bespoke trophy trunks for select Grand Prix events, continuing its legacy of crafting prestigious cases for some of the world’s most celebrated sporting trophies. These handcrafted pieces, produced in the brand’s historic Asnières workshop, will bring a new level of elegance to the presentation of racing’s most coveted awards.

Formula 1 CEO Stefano Domenicali welcomed the partnership, emphasising how it reflects the sport’s global appeal and pursuit of excellence. “Louis Vuitton embodies the spirit of craftsmanship and prestige, making it a natural fit for Formula 1 as we celebrate 75 years of the championship,” he said.

While this is Louis Vuitton’s first long-term commitment to F1, the brand has deep roots in the automotive world. In 1897, Georges Vuitton designed custom luggage for early automobiles, and in the 1990s, the brand organised the Louis Vuitton Classic rally to celebrate automotive design. More recently, in 2021, the House created a bespoke trophy trunk for the Monaco Grand Prix, which was awarded to Max Verstappen.

Now, with a decade-long partnership in place, Louis Vuitton’s influence on Formula 1 is set to grow, blending luxury with speed in a way never seen before on the grid.