In collaboration with Visa Cash App RB Formula One Team, HUGO has introduced F1’s first fashion-inspired denim livery in over 30 years, a significant milestone in the sport’s history, set to debut at the Singapore Grand Prix this weekend.
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The new sartorial-themed denim livery, a unique and unprecedented move in Formula One, reflects HUGO’s signature style, a tribute to their iconic design. Not since the 90s, when Benetton’s ‘united colours’ livery graced the track, has there been a fashion collaboration of this magnitude in Formula One. Although fashion partnerships have been increasingly prominent in F1, this marks a unique return to fully integrating a design into a team’s car livery.
With the Visa Cash App RB Formula One Team, HUGO is expanding this partnership by blending high fashion with high-speed motorsport. In addition to the denim livery on the car, the team’s entire garage will be transformed to echo the collaboration, while drivers Daniel Ricciardo and Yuki Tsunoda will don bespoke HUGO racing suits and apparel throughout the weekend.
Speaking on the groundbreaking design, Daniel Ricciardo said: “We’ve seen fashion brands collaborate with F1 teams before, but the idea of a denim livery on the car takes it to another level. This collaboration will show fashion houses that there’s more room to explore in motorsport, and I’m excited to see where this leads.”
Yuki Tsunoda also expressed his enthusiasm: “Fashion is something I’m passionate about, and this collaboration goes beyond team outfits. The denim livery reflects the creativity and identity of our team, and it’s amazing to be part of something no one else has done before. It shows we’re reaching out to fans from all areas: art, music, fashion.”
This collaboration of denim livery and F1 performance not only blends fearless style with speed but also redefines the boundaries of motorsport. It champions individuality and bold expression both on and off the track, setting a new standard for fashion partnerships in Formula One and inspiring future collaborations.
