Fashion Meets Speed: RB F1's Denim Livery Debut

RB F1 rolls out a denim-themed livery in Singapore, celebrating HUGO’s iconic fashion legacy in Formula 1.

HUGO, in collaboration with the RB F1 team, has designed the first fashion-inspired livery in over 30 years, which will debut on the track this weekend at the Singapore Grand Prix.

The sartorial-themed livery features a dynamic denim design paying homage to HUGO’s iconic style. Since the Italian fashion brand and the F1 team Benetton sported a “United Colors” livery in the 90s, no fashion collaboration has adorned a car’s livery, although fashion has been at the forefront of Formula 1 partnerships in recent years.

Beyond the track, the team will dress its garage in an overall denim theme, while drivers Daniel Ricciardo and Yuki Tsunoda will wear custom racing suits and special HUGO outfits throughout the weekend.

“Over the years, we’ve seen fashion brands partner with F1 teams and drivers, particularly in terms of outfits, but we’ve never seen any of them fully immerse themselves on the track. We’re really raising the stakes here and paving the way, showing there’s so much more for brands to do. I think we’re definitely going to open the eyes of these fashion houses and see more fashion-inspired liveries come to life,” comments Daniel Ricciardo.

Yuki Tsunoda adds, “Fashion is one of my passions, so seeing our team collaborate in such a unique way, beyond our team kit and daily HUGO outfits, is super cool, especially since no one else has ever done it before. Doing something like this is a true reflection of our identity and creativity. At RB F1, we aim to engage fans from all sectors: art, music, fashion, so this is a true milestone being reached.”