How FASHION is CHANGING F1

Has fashion changed Formula 1? Gone are the days of F1 drivers wearing F1 team kit to the track. Nowadays F1 drivers fashion is an important part of every day of a Grand Prix weekend. Lewis Hamilton’s Fashion is still the stand out but other F1 drivers are starting to stand out.

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good day today’s F1 drivers are arriving into the padic in outfits like this and this and this what is going on have we gone soft this would never have gone on back in the days of scho marker and center but today it’s all the rage so let’s delve deeper into the world of fashion and formula one fashion is now a very big part of Formula 1 and this man Louis Hamilton started the trend and continues to lead it initially it was with bold jewelry over his team kit then a non-branded jacket over his Mercedes t-shirt and now today well he’s evolved into a fashion icon treating the F1 Paddock as if it was a Runway Fashion Show is he the only driver decked out in high-end fashion gear no well he was for a couple of years but today a number of drivers have decided to jump on that bandwagon today about half of the field can be seen wearing fashionable kit to the track and it’s been largely welcomed by you the fan but what’s behind this Trend well for someone like leis Hamilton it’s certainly a way for him to express himself but there’s also big money at play here let’s have a look at Fernando Alonzo part of his monster paycheck involves him wearing clothing from the team sponsor boss Yuki sonoda and Daniel Ricardo are often seen wearing boss’s Junior brand Hugo that’s because the parent company Hugo Boss is a sponsor of both teams they pay millions to have their logos on the car the team shirts and the driver’s RAC suits but also included in their sponsor sponsorship deal is drivers wearing their kit to the track on a number of occasions while Louis Hamilton wears Tommy hillfigure gear they’re a Mercedes sponsor he also wears fashion from many different labels how does that work well he’s paid by many of these Brands to parade their outfits to a world audience he works with a stylist who leazes between Lewis and the brands to come up with a range of different looks at the moment that stylist is this man Eric mcneel I’ll come back to Lewis in a moment let’s have a look at Norris I’ll often see him arrive on a Thursday in casual gear Lando has his own line of merchandise and throughout the season he’ll have various drops those drops will coincide with him arriving at the track in this hoodie or this one or perhaps this one and in some cases his fan base will have been tipped off about something new dropping and they’ll be waiting for pics of him wearing it on social media or General Media so that they can head to the store and buy it it’s free marketing for the drivers when these pics are put up on my insta page on f1’s Insta page or pop up anywhere on the internet so when did this trend kick off my picks of drivers arriving in fashionable gear are now popping up in the likes of GQ magazine Vogue uh even major newspapers like the New York Times and those Publications are now doing stories on Paddock fashion you the public are eager to see who’s wearing what in the paddock and when you see something you like you may well end up buying it and that’s what these drivers and the brands are banking on it’s no secret that old style advertising has lost a lot of its impact so using Mega influencers like F1 drivers makes very good business sense take a look at Chinese driers Z guu he has deals with Dior and Lululemon he’s taking it up to Lewis in the fashion stakes and has been seen in some out there outfits over his 18 months in the sport now his audience is largely Chinese they love high-end fashion and Joe is seen as a super influencer in that market segment most Thursdays which are media days we’ll see Joe arrive in fashionable gear but not on the remaining 3 days of a weekend and I gather that’s because that’s all he’s been able to negotiate in his contract and almost always he’s happy to tell me what label he’s wearing which I then pass on to you via my Instagram or videos but where Joe might have five or six photographers shooting his arrival Lewis is at the far end of the scale he might have 30 or 40 waiting for him there’s no doubt that Lewis is the big show when it comes to Fashion in the IC and wears something different every day over the 4 days of a race weekend what he wears sells and on a much smaller scale what I wear sells these bucket hats are now being restocked and you can get online at kimil man.com go to the shop and order your bucket hats right now gray or teal you make the choice these are beautiful quality and after a couple of washes they become quite soft and lovely so are athletes from other sports getting involved in fashion you bet have a look at the NFL and the NBA players they’ve long been fed by fashion houses to where their get a games the media laps up their arrivals at games what is that is that velvet is that leather and I have no doubt that in five or so years every driver arriving into the track will be dressed up to the nines definitely on media days and maybe like Lewis on all four days it’ll happen with the major drivers first because they have more clout when it comes to negotiating their contracts their management are probably working with f houses now or maybe like Lewis with stylus who will provide the driver with a number of different outfits every single race weekend these are fit young men who look great in up to- the minute fashion and can influence buyers to buy now going back to when I started in the sport few if any photographers would be waiting for drivers in the morning when I started on Instagram back in 2018 I’d post pictures of drivers arriving minutes after they walked into the padic I still do this but now instead of five or six photographers is probably 25 and the drivers teams and fashion brands quickly picked up on the fact that there was a large audience to be influenced by these drivers dressing well I mentioned earlier that Lewis works with Eric mcneel but before that he worked with a stylist called La Roach he up the game for Lewis who is very much now a fashion icon yes he’s paid handsomely to wear many of these outfits and he used it as a way to express himself the first outfit I noticed was Belgium 2017 these black overalls but over the years he’s become increasing ly more adventurous with his fashion the outfits that stand out for me over the years are in no particular order this one Istanbul 2021 silverston in 2022 Bahrain 2023 Abu Dhabi 2022 but they go on and on and on now some of you are going to be sent into a rage over these images you’re going to be saying he looks like a clown what the hell is he doing can’t he just wear normal stuff yeah that’s what’s going to happen when you wear out their fashion you are going to cop some criticism does he worry about it he couldn’t care less he’s been paid big money to wear a lot of this stuff plus he’s challenging us you and me some of the stuff I see him wearing I think W that is that is out there and it’s fair to say that if you’re a person that hates this fashion and really gets angered by it you’re probably not his target market and besides he’d be thinking the same as I do of the haters have you ever met a hater doing better than you let’s look at Pier gley and estan Aon their team Alpine is sponsored by beloy a fashion house and they will often wear their clothing in how choreographed is it well with their team photographer and videographer they are on hand to make sure they capture every single moment of their drivers walking in that vision and those Stills are then used by both the team to promote hey look at our drivers in beloy our sponsor but also by the sponsor in their social marketing anything else that they get via newspapers magazines or social media is an absolute bonus for them a bonus they’re happy to pay handsomely for I mentioned earlier on that you’ll see more drivers wearing non-team kit of course that team kit has lots of sponsors on it and those sponsors pay big money to get on those shirts and jackets and a driver that gives sponsors the best value would have to be this man Max fappen we rarely if ever see him in anything but team kit now some of you say that’s dull that’s boring well he is a sponsor’s dream now I have seen him a couple of times in non-team kit in Brazil because the drivers don’t tend to wear their logo gear as they arrive into the track because there’s a security risk if we go down to the har drivers with niiko hulkenberg and Kevin Magnuson they will wear Palm Angels gear in from time to time because that team is sponsored by that fashion house and it’s not only the drivers wearing it in Niko’s case he’s got his wife sometimes wearing their gear I can tell you that F1 very much wants to see fashion brands getting more involved in Formula 1 and it’s a great fit there’s no doubt it’s going to happen and in a big way over the coming five years mark my words if you’ve enjoyed this video now is the time to like it subscribe too please and for a whole lot of extra content and merchandise like these fantastic bucket hats head to Kim ilman tocom thanks for watching and stay passionate well um was it oh sh e