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Who Won ‘Las Vegas Fashion Week’? Inside Fashion’s F1 Breakout

Brands ranging from sportswear players like Puma and Kappa to luxury houses like Versace and Louis Vuitton made a splash at Formula One’s latest grand prix.
Puma x ASAP Rocky Las Vegas F1 collab.
Puma x ASAP Rocky Las Vegas F1 collab. (Puma)
By
BoF PROFESSIONAL

“LVFW”: Las Vegas Fashion Week. The caption on Lewis Hamilton’s Instagram post — featuring the veteran driver and style star decked out in looks by Versace, Valentino, Bottega Veneta and Burberry during Formula One’s inaugural Grand Prix in the American gambling and entertainment capital — said it all.

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Further Reading

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

How Fashion Entered the Formula One Race

A new owner, media-friendly strategy and an upcoming Brad Pitt film have helped catapult Formula One into the cultural spotlight. For brands, there are untapped opportunities in the sport – “like a Super Bowl every weekend”.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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