Formula 1 is celebrating its 75th anniversary this year. Hence, the collaborations are unique, too. Louis Vuitton partnered with Formula 1 for the next ten years as the Official and Global Title Partner for the Formula 1 Louis Vuitton Australian Grand Prix 2025. The iconic French powerhouse will be seen alongside Moët Hennessy and TAG Heuer. Together, Louis Vuitton and Formula 1 will create an exciting amalgamation of legacy, heritage, and unparalleled experiences right from the opening race in Melbourne, which takes place on March 16th, 2025.
“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,” says Pietro Beccari, Chairman and CEO, Louis Vuitton.
The fashion house will be visible on F1 weekends and take over the prominent trackside signage – a first for the house. Louis Vuitton will also be part of key moments throughout the season, including the Trophy Trunk to showcase the trophies for the three drivers. Louis Vuitton will continue its tagline, “Victory travels in Louis Vuitton”.
Georges Vuitton (son of Louis Vuitton) first introduced automotive trunks in 1897. Understanding the potential of cars and travel, the Maison developed a sturdy canvas called “Vuittonite” that helped with the trunk’s durability. One hundred twenty-five years later, the brand has maintained a strong connection with sports, automobiles, and races.
The Formula 1® Trophy Trunks are being assembled at the historical atelier in Asnières, where Georges Vuitton (son of Louis Vuitton) produced some of the first auto trucks. Along with the iconic monogram design, the trunks will feature the iconic “V” in a unique local colour scheme against the classic brown background for each race.
“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 also 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,” says Stefano Domenicali, President and CEO, Formula 1®.
The first collaboration with Formula 1 began with the creation of its first Trophy Trunk, or the Formula 1 Grand Prix de Monaco™, between 2021 and 2024. Since then, the trunk has stood as a symbol of victory for numerous prestigious sports events, including the Olympics, FIFA World Cup, and Ballon d’Or®.
