HUGO has teamed up with Visa Cash App RB Formula One Team to unveil F1’s first fashion-inspired livery in over three decades.
While fashion has played a notable role in Formula 1 partnerships, it’s rare to see it directly influence a car’s design. But now, with this latest collaboration, VCARB and HUGO are blending the sharp aesthetics of fashion with motorsport.
The entire garage will be decked out in a full denim theme too, creating a cohesive look from pit lane to podium. Even the drivers, Daniel Ricciardo and Yuki Tsunoda, are sporting bespoke racing suits and HUGO ensembles throughout the weekend.
Ricciardo added, “Over the years, we’ve seen fashion brands join forces with F1 teams and drivers, but it’s mostly been about the outfits. This time, we’re taking it up a notch, bringing fashion right to the track with this full immersion. We’re raising the stakes and showing that brands can explore so much more. I think this will definitely open the eyes of other fashion houses, and we’ll see more of these fashion-inspired liveries in the future.”
For Tsunoda, the partnership strikes a personal chord. “Fashion has always been a passion of mine,” he shared, “so to see our team collaborating in such a unique way, beyond just the team kit and our daily HUGO outfits, is super cool. No one has ever done this before, and it’s a real reflection of our team’s identity and creativity.”
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