- Louis Vuitton is now the official title partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025
- The news is the latest evolution in LVMH’s role as global partner of Formula 1
- The Formula 1 Louis Vuitton Australian Grand Prix 2025 will take place from the 14th to 16th of March in Melbourne’s Albert Park
Regardless of who crosses the finish line at Albert Park first come March, Louis Vuitton has secured itself a victory. In addition to being the official partner of Formula 1, the maison is now the title partner of the Australian leg, now titled the Formula 1 Louis Vuitton Australian Grand Prix 2025.
The appointment of Louis Vuitton as the title partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025 is an apt insight into how the decade-long contract inked between LVMH and Formula 1 at the end of last year will unfold. Other maisons within the luxury conglomerate are set to play a role too, with TAG Heuer announced as the official timekeeper earlier this month and Moët & Chandon set to be the official champagne supplier for Formula 1.
The Formula 1 Louis Vuitton Australian Grand Prix 2025 will take place in Melbourne’s Albert Park from the 14th to 16th of March. As the title partner for the event, the maison’s tagline “Victory travels in Louis Vuitton” will be displayed prominently throughout the event. Naturally, Louis Vuitton has designed the trophy trunk for the Formula 1 Louis Vuitton Australian Grand Prix 2025, which is swathed in the French fashion house’s signature monogram canvas and emblazoned with an oversized ‘V’ (V for Vuitton and V for Victory, what a coincidence!) that features the black-and-white chequered racing flag pattern alongside Australia’s signature shades of green and gold.
As with all Louis Vuitton’s custom pieces, the trophy trunk for the Formula 1 Louis Vuitton Australian Grand Prix 2025 was handcrafted at the maison’s historic house atelier in Asnières, France, which is where the design of the first automotive trunks was led by Georges Vuitton, son of Louis Vuitton, in 1897. Since the inception of these first trunks, Louis Vuitton has remained intertwined with the automotive world, with the younger Vuitton foreseeing the growing popularity of automobiles as a key element in travel and creating a durable canvas material called ‘Vuittonite’ as a substitute for leather. Designed to withstand the elements, Vuittonite played a seminal role in informing the iconic Louis Vuitton canvas of today.
“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,” said Pietro Beccari, chairman and CEO of Louis Vuitton. “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.”
Louis Vuitton first began its relationship with Formula 1 by designing its trophy trunks through a partnership with the Automobile Club de Monaco, which saw the maison create bespoke pieces for the motorsport event from 2021 to 2024. The new alignment between the luxury conglomerate and the sporting event sees LVMH take pole position as the global partner of Formula 1.
The interconnected relationship between automotive and fashion culture only continues to grow, evidenced by Ferrari’s debut runway collection in 2021, the ongoing partnership between Aimé Leon Dore and Porsche, and the ongoing collaborations between Kith and BMW.
Words by Henry Blake
