When I first started watching Formula One, I could count on one hand the number of people in my immediate vicinity who knew what it was, let alone could tell me any of its drivers' names apart from Lewis Hamilton. (I do work in fashion, after all.) Then the pandemic happened, Netflix's Formula 1: Drive to Survive premiered, and TikTok blew up. Suddenly, the pieces had fallen in place for the pinnacle of motorsport to take over America, the one market it hadn't conquered yet but needed for full-blown world domination. Now, eight or so years after I watched my first grand prix, F1 is one of the most talked-about leagues in all of sport and is experiencing unprecedented growth in every category, from attendance and viewership to social media engagement and partnership revenue.
Brands, as a result, want to get involved, and the 20 drivers good enough to reach F1 have slowly but surely reciprocated that interest. Their styles are changing. Drivers are showing up to Monza, Silverstone, Las Vegas, and Monaco in designer ensembles instead of their otherwise mandated team kits and teaming up with fashion labels like Dior, Ferrari, Brioni, and Ralph Lauren for campaigns and collaborations. Today, F1 is present at the Met Gala, Paris Fashion Week, and Cannes Film Festival, but the best fashion takes place in its drivers' own backyard: the F1 paddock. That is where they show off their best looks, transforming the sport into a fashion mecca. With the 2025 season coming to a close in just a few short weeks, I thought it best to celebrate another year of on-track action, close rivalries, on-theme outfits, and plenty of off-track drama with an ode to the sport I, along with hundreds of thousands of others, fell in love with all those years ago.
For Who What Wear's third Go Sports issue, we spoke with Mercedes-AMG Petronas driver George Russell about the confidence that came with figuring out what his personal style looks like as well as Lily Muni He, the professional LPGA golfer and girlfriend of F1 driver Alex Albon, about the impressive vintage Miu Miu, Chanel, and Hermès collection she showcases while trackside. We also talked to 16-year-old F1 Academy rookie Joanne Ciconte about her debut season, her partnership with Wella Professionals, and life on the go. Finally, you'll find the latest news coming out of the worlds of sports and fashion and a breakdown of this season so far. In short, everything you need to know before the lights go out in Las Vegas this weekend is just a scroll away.
Everything You Need to Know About F1 in 2025
From stylish arrivals to on-track drama.
the cover
on
kristen stewart is calling the shots
The Love Lies Bleeding star joins fellow actor-turned-director Riley Keough in conversation for our March cover.
The Pro Golfer and Vintage Miu Miu Collector Transforming F1 Paddocks Into Runways
Spotted: JW Anderson's pigeon bag, Tabi pumps, and the iconic Hermès Bolide on Wheels.
Fashion House Fragrances: Introducing the 7
Most Luxurious Scents
Icons in the making.
Stop! It’s Your
Ultimate New-Season Shopping Guide
Only key buys need apply.
How to Autumn in 10 of the World's Chicest Cities
Insights from stylish dwellers in Paris, New York and more.
joanne Ciconte Is Completely in the Zone
We spoke with the 16-year-old F1 Academy driver about her rookie season, living out of a suitcase, and handling pressure on and off the racetrack.
All the Happenings in the World of Fashion and Sports Right Now
All in one place.
George Russell on Growing Into His Personal Style
The five-time race winner talks watches, paddock 'fits, and finding confidence in fashion.
THE NEXT CULT BUYS
ARE ALL ON THE IT LIST
2025 predictions incoming.
THE NEXT CULT BUYS
ARE ALL ON THE IT LIST
2025 predictions incoming.
Opening Image: Getty Images
Senior Fashion Editor
SPONSORED BY
Eliza Huber
