“This is so random”: Fans react as Louis Vuitton unveils its new partnership with Formula 1

Louis Vuitton and Formula 1 have formed an unexpected alliance, and some fans can’t seem to wrap their heads around it. On January 30, 2024, news circulated that the luxury fashion house had become an official partner for the elite international racing series for 10 years starting in 2025.

The partnership will kick into gear during the upcoming Formula 1 Louis Vuitton Australian Grand Prix 2025. The French luxury brand updated fans on the new development on Instagram by sharing a video of an F1 race car with LV monogrammed tires with the caption:

“A journey to victory. Louis Vuitton is proud to partner with Formula 1, United by a shared drive for innovation, craft, and precision, and a mutual commitment to championing triumphs that inspire and define excellence on the global stage.”

@hold_mytequila reacted to the post:

“This is so random?”

Other netizens echoed the sentiment and found the collaboration confusing.

Fans expressed excitement over the partnership.

Some Instagram users predicted that F1 merchandise would become more expensive.

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More details on the Louis Vuitton and Formula 1 partnership

LV somewhat predicted the partnership with Formula 1 when it designed a trophy trunk for F1’s Monaco Grand Prix competition in 2021. Fast forward to 2025, the fashion brand and sports series have become official partners in a decade-long project.

Announcing the partnership, Stefano Domenicalli, President and CEO of Formula One stated:

"We are thrilled to welcome Louis Vuitton as a title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence, and creativity, which makes them two exceptional timeless stories,"

The statement continued:

"The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at (LV).”

The powerhouse companies will collaborate on their first project during the first race of the season—the Formula 1 LV Australian Grand Prix 2025. During the competition, LV will be involved in trackside signage and also present their LV Monogrammed trunks to celebrate the top three drivers. The Trophy Trunks will be draped in the fashion house’s emblem. A prominent “V” will be etched on the trunks in the color of each game.

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For more information on the partnership, visit the brands' websites.