The 2025 Formula 1 Louis Vuitton Australian Grand Prix marks a bold new partnership that brings the Parisian fashion house’s signature craftsmanship and innovation to the world of racing.
Louis Vuitton makes its debut as title partner of the 2025 Formula 1 Louis Vuitton Australian Grand Prix, further expanding its presence in the world of motorsport. The partnership celebrates the convergence of fashion, culture, entertainment and sport, where Louis Vuitton will continue to expand its influence.
For the first time in the brand’s history, the Louis Vuitton brand extends its presence from the custom trophy case to the track itself, debuting a striking trackside logo at Melbourne Circuit. Designed specifically for the partnership, the logo reimagines the brand’s visual identity with a dynamic graphic form that evokes the speed and excitement of Formula 1 racing. The newly designed logo was displayed on guardrails and key sections of the track throughout the Grand Prix weekend, highlighting Louis Vuitton’s commitment to excellence and innovation.
The partnership with Formula 1 builds on Louis Vuitton’s previous collaboration with the Automobile Club de Monaco, when Louis Vuitton designed and presented the trophy case for the Monaco Formula 1 Grand Prix from 2021 to 2024. This new phase takes the partnership to a global level, further consolidating the Parisian fashion house’s position in the world of sport.
Pietro Beccari, Chairman and CEO of Louis Vuitton, underlines this shared vision: “I am extremely proud of the partnership between Louis Vuitton and Formula 1, with our shared goals of always pursuing innovation, craftsmanship and precision. The synergies between our two worlds are reflected in the savoir-faire of our workshops and garages, artisans and engineers, but also in the exceptional performances of champion drivers around the world who embark on a journey of excellence in every race.”
Louis Vuitton’s commitment to Formula 1 goes far beyond Melbourne. To celebrate the sport’s 75th anniversary, Louis Vuitton has created a special FIA Formula 1 World Championship trophy travel case. Like all Louis Vuitton bespoke luggage, this case is crafted in the brand’s historic workshop in Asniers, France. The exterior is wrapped in Louis Vuitton’s iconic Monogram canvas and hand-painted with a striking “V” motif, symbolizing “Victory” and “Vuitton,” and hand-painted in the iconic black and white Damier motif, a nod to the iconic colors and finish line of Formula 1.
The case, which protects and displays the FIA Formula 1 World Championship trophy, was unveiled at the London F1 75 event, where all ten teams, drivers and team principals unveiled their 2025 liveries. It also appears at key moments throughout the season, including the end-of-year championship awards ceremony, where it is awarded to the driver of the season.
Formula 1 President and CEO Stefano Domenicali welcomed the partnership: “We are delighted to welcome Louis Vuitton as Title Partner of our first race in 2025. This is a collaboration between two global icons, born above all of their passion for innovation, excellence and creativity, that makes for two extraordinary and timeless stories. The addition of Louis Vuitton not only elevates the experience of our sport, but also celebrates the convergence of luxury, craftsmanship and the highest levels of automotive competition. 2025 will be an epic year for Formula 1 and I am honored to kick it off with our passionate partner Louis Vuitton.”
The partnership between Louis Vuitton and Formula 1 reflects a shared commitment to excellence, precision and craftsmanship. These values resonate across both industries, from the savoir-faire of the artisans in Asnières to the sophisticated engineering of Formula 1 cars. The intersection of fashion and sport is not new for Louis Vuitton, whose roots in automotive culture date back to 1897, when Georges Vuitton designed a travel trunk that could withstand the rigors of early automobile travel. This spirit of innovation has never been stronger, and Louis Vuitton has always maintained a strong presence at the pinnacle of motorsport.
As the Formula 1 season kicks off in Melbourne, Louis Vuitton is at the heart of the action. This partnership perfectly solidifies Louis Vuitton’s role in celebrating the sport’s greatest triumphs, ensuring that the message of “Victory with Louis Vuitton” remains as strong as ever.