What is F1 fashion? Confused guests test drive trackside looks
It might be big business but no one is exactly sure what grand prix fashion is.
Since French luxury label Louis Vuitton was announced as a sponsor of the Formula 1 Australia Grand Prix in January, as part of a reported $US1 billion ($1.6 billion) deal with the LVMH conglomerate across 10 years, expectations of designer dresses and sharp suits trackside have been raised.
So far, in a sea of local labels and corporate logos, they haven’t been met — yet.
Actor Tessa James in Courreges at the Mercedes-AMG Lounge at the Australian Grand Prix.Credit: Eddie Jim
Test-driving style in the marquees
At the lavish Mercedes-AMG Lounge positioned on turns nine and 10, where faces from the sports and social pages collide, guests embraced the confusion by test-driving different looks.
“I am not sure what F1 style is, but I’ve just binged Drive To Survive, so I’m excited by the concept,” says photographer Zanita Whittington, wearing a Deering lace top, baggy Cos trousers and a crochet cap from the markets. “I just wanted to be on trend. I wasn’t sure if I should be formal or fancy dress.”
Actor and model Tessa James chose designer logos over car badges, in a sheer Courreges graphic black top over wide leg pants.
“I just wanted to be comfortable, chic and sexy,” says James, “F1 is sexy.”
Photographer Zanita Whittington and stylist Jeff Lack at the Mercedes-AMG Lounge at the Australian Grand Prix.Credit: Eddie Jim
What the A-listers are wearing
At Wednesday night’s annual Glamour on the Grid event, affectionately referred to by the feather-averse as Tizz on the Track, the confusion about F1 style escalated as local personalities dragged taffeta trains and lacework from Melbourne’s leading designers through puddles and across asphalt.
“It is a fixture on the Melbourne fashion landscape,” says street style photographer Liz Sunshine, who works with Vogue and Harper’s Bazaar. People go all out.”
While the Louis Vuitton logo lined the racetrack, the label was not involved in the event which allows enthusiastic guests to experience the track up close, without pesky cars and the public.
“No, this isn’t F1 style,” said stylist Jess Pecoraro. “This is about the juxtaposition of Australian designers like Courtney Zheng and Toni Maticevski with the racetrack. People make an incredible effort, but it isn’t about what you wear to the race.”
That juxtaposition captured Melbourne at its Brownlow-ballgown best, despite a few damp dresses resembling Logies roadkill. Henne founder Nadia Bartel exuded streamlined chic in an Effie Kats gown while F1 podcaster Eleanor Baillieu ditched the skirt of her Velani dress to let her waterproof diamanté fringing grab attention on the overcrowded media wall.
Nadia Bartel, Eleanor Baillieu, Paris Bishop and Sam Durham attend Glamour on The Grid, presented by Crown.
“With F1 style I suspect you want to be a little bit more comfortable,” Pecoraro said as an influencer shivered nearby in an orange crop top.
Fans find their own expression
The most authentic expression of F1 fashion can be found away from paid ambassadors and VIPs, in the paddock and queues for merchandise tents, where a Ferrari label baseball cap can cost $100.
“The special way that I’ve seen content creators and fans engage with fashion in this space is by creating their own outfits from existing merchandise, such as corsets from team T-shirts and jerseys,” says US-based F1 commentator Toni Cowan-Brown. “I’ve seen young women design dresses and hoodies celebrating their favourite teams and drivers.”
A custom corset made by content creator April Jean Libaton using Ferrari merchandise. @april_jean_reflectionCredit: Instagram @april_jean_reflection
“This creativity is born out of necessity as the merchandise is still very much created by and for one very specific F1 fan demographic.”
Cowan-Brown created her own fashion line Sunday Fangirls to combat stereotypes around female F1 fans, with unexpected results.
“Almost 50 per cent of my sales were from men,” Cowan-Brown says. “They were buying the merchandise either because they wanted to support the cause or simply because they really liked the designs and had been looking for fun and modern F1 merchandise.”
“Today, the evolution of F1 fashion is about making these pieces desirable beyond the paddock, the track and the grandstands.”
Fashion forward men are the F1 influencers
For Australian automotive writer and cultural intelligence consultant Noelle Faulkner, the fact that female F1 fans are looking to male role models for style inspiration sets the sport apart.
“This idea of women talking about the race day outfits of the men is interesting. In other fashion circles or other categories it’s women commenting on what other women are wearing.”
“It’s similar to the way fans shared fashion content around Taylor Swift concerts but through an F1 filter.”
That might change as Louis Vuitton flexes its fashion muscles and sizeable budgets in coming years.
“Let’s face it, the fashion deals taking place have nothing to do with attracting female fans, they’re already here with 44 per cent of all F1 fans female,” Faulkner says. “With that many women, there’s money to be made from F1 style.”
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