Louis Vuitton joins Formula 1 as partner of the 2025 Australian Grand Prix

WORDS Kirsty Thatcher PHOTOGRAPHY Courtesy of Louis Vuitton PUBLISHED Fri, 31 Jan 2025 - 9:02 am

Louis Vuitton is making a high-speed entrance into the world of motorsports, as the Official Partner of Formula 1 and the Title Partner of the 2025 Formula 1 Louis Vuitton Australian Grand Prix in Melbourne. This milestone partnership marks the beginning of a 10-year collaboration with the global motorsport giant, and the amalgamation of the worlds of fashion and sport.

The prestigious French fashion House will have a prominent presence at the first Grand Prix of the 2025 season, taking place from March 14-16. As the Title Partner of the event, Louis Vuitton’s logo will be featured in dynamic graphics across the Melbourne circuit, with the brand’s iconic tagline, “Victory travels in Louis Vuitton,” a key visual element throughout the race weekend.

Pietro Beccari, Chairman and CEO of Louis Vuitton, expressed pride in the partnership: “I am extremely proud that Louis Vuitton is the Title Partner of the Australian Louis Vuitton Grand Prix 2025. During this first Grand Prix of the season in Melbourne, the world's greatest champions will embark on a journey towards excellence. Over the course of every race, the drivers and engineers – like artisans in our ateliers - demonstrate creativity, precision, and exceptional determination, each one a value held dear by Louis Vuitton."

A unique symbol of this new partnership is the creation of a Trophy Trunk, designed specifically for the Australian Grand Prix. Adorned with Louis Vuitton’s signature Monogram and an iconic V, the trunk features Australia’s national colours of green and gold.

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Louis Vuitton’s collaboration with Formula 1 is a celebration of shared values, blending the worlds of high fashion and motorsport through mutual themes of precision, teamwork, and inventiveness. Both industries demand excellence, creativity, and unparalleled determination—qualities that Louis Vuitton holds dear in its tradition of craftsmanship. We'll. be watching closely as Louis Vuitton and Formula 1 embark on this exciting new journey, setting the stage for an exhilarating year ahead on the racetrack.