Cover photo courtesy of Louis Vuitton
photo courtesy of Louis Vuitton
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This comes as part of a 10-year agreement between Louis Vuitton and Formula 1 as a global partner
The worlds of haute couture and high-octane motorsport are set to collide in spectacular fashion as Louis Vuitton becomes the Title Partner of the Formula 1 Australian Grand Prix 2025 in Melbourne. As the first Grand Prix of the season and a milestone event in Formula 1's 75th anniversary, the partnership cements the maison’s growing presence in the world of elite sports, reinforcing the tradition that “Victory travels in Louis Vuitton.”
The collaboration sees Louis Vuitton bring its signature elegance and craftsmanship to the race track, where its presence will be felt across Melbourne’s Albert Park Circuit, from on-track signage to exclusive branded elements. Louis Vuitton will also unveil a bespoke trophy trunk, hand-crafted at its historic Asnières atelier in France, featuring the signature monogram canvas and adorned with an iconic “V” in Australia’s national colours of green and gold.
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It was in the Asnières workshop that Georges Vuitton, son of the legendary Louis Vuitton, crafted the maison’s first automotive trunks in 1897, laying the foundation for a legacy that would intertwine with the world of travel and luxury for over 125 years. Recognising the rise of automobiles, Georges anticipated the need for luggage that was both elegant and enduring. His innovation led to the creation of “Vuittonite”, a revolutionary coated canvas designed to withstand the rigours of the road. This pioneering material not only ensured durability against the elements but also became the precursor to the iconic Louis Vuitton monogram canvas.
Above The bespoke Louis Vuitton trophy trunk features the maison’s signature monogram canvas adorned with an iconic “V” in Australia’s national colours of green and gold (photo courtesy of Louis Vuitton)
The bespoke Louis Vuitton trophy trunk features the maison’s signature monogram canvas adorned with an iconic “V” in Australia’s national colours of green and gold (photo courtesy of Louis Vuitton)
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The partnership between Louis Vuitton and Formula 1 is a celebration of innovation, precision, and a relentless pursuit of excellence. “I am extremely proud that Louis Vuitton is the Title Partner of the Australian Louis Vuitton Grand Prix 2025,” says Pietro Beccari, chairman and CEO of Louis Vuitton. “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.”
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Beyond its role in Melbourne, Louis Vuitton’s presence in Formula 1 is part of LVMH’s wider commitment as a global partner of the sport, first announced in October 2024. The house initially entered the world of F1 through its collaboration with the Automobile Club de Monaco, crafting and presenting the Formula 1 Grand Prix de Monaco trophy trunk between 2021 and 2024.
“Louis Vuitton, much like Formula 1, is synonymous with luxury and innovation, and as title partner of this year’s Formula 1 Australian Grand Prix in Melbourne, we look forward to welcoming the iconic brand to Albert Park,” says Travis Auld, CEO of the Australian Grand Prix Corporation.
For Louis Vuitton, sport has long been a source of inspiration, as seen in its history of creating bespoke trunks to transport and showcase trophies for the world’s most prestigious competitions. Since its first foray into sports with the America’s Cup in 1983, the maison has designed custom cases for the FIFA World Cup, the NBA Championship, the Rugby World Cup France 2023, and the Olympic and Paralympic Games Paris 2024, among many other elite sporting events.
This tradition continues with Formula 1, where Louis Vuitton ensures that the race’s most triumphant moments are enshrined in heritage and artistry. As the engines roar to life in Melbourne on 16 March 2025, this groundbreaking partnership signals not only the meeting of fashion and motorsport, but also a celebration of bold ambition, craftsmanship and the relentless pursuit of greatness.
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