Formula 1 kicks off with LV on-track signage

This season’s Grand Prix has commenced, engines are revving and adrenaline is high, to get in on the action, Louis Vuitton has specially designed logos to wrap around the racetrack

Last week, Nicolas Ghesquière presented Louis Vuitton’s AW25 collection in an old, refurbished train station, L’Ètoile du Nord, inspired by the transience that manifests within a train platform. A liminal space where our paths cross for a fleeting moment, emphasising the intimate and romantic qualities of transport. Harking to this notion of travel – a theme close to the Parisian label’s ethos – it’s seemingly travelled further than any of us could have imagined, that is, to the down under.

Back in January, Louis Vuitton announced its title as an official title Partner with Formula 1, which marks the beginning of a ten-year partnership with the motorsport. To celebrate the beginning of this season’s Grand Prix, the LV logo scattered itself around Melbourne’s Albert Park, with on-track signage that reimagines the Louis Vuitton logo as if caught in motion. Hopeful F1 racers will embark on this season’s Grand Prix between 13-16 March, revving up their engines for this weekend, when the official race this season is due to kick off on Sunday.

Alongside this partnership, Louis Vuitton is bringing its iconic trunks to the forefront of this partnership, as it has designed a bespoke LV style Trophy Trunk as a part of Formula 1’s 75^th anniversary celebrations. In a bid to mesh the worlds of fashion and sport together – one which Vuitton describes as being defined by teamwork, precision and inventiveness – a hand painted ‘V’, in the style of a chequered flag, sits proudly on top of Louis Vuitton’s monogram pattern, intended to signify both Victory and Vuitton.

Words – Freya Goodchild-Bridge