HUGO, in collaboration with the RB F1 team, has designed the first fashion-inspired livery in over 30 years, a livery that will make its track debut this weekend at the Singapore Grand Prix.
The sartorial-themed livery features a dynamic denim design that pays homage to HUGO’s iconic style. Since the Italian fashion brand and Benetton F1 team have sported a livery “United Colors” In the 90s, no fashion collaboration adorned a car’s livery, although fashion has been at the forefront of Formula 1 partnerships in recent years.
Going beyond the track, the team will be dressing its garage in an overall denim theme, while drivers Daniel Ricciardo and Yuki Tsunoda will be wearing bespoke racing suits and special HUGO outfits over the weekend.
“Over the years we’ve seen fashion brands partner with F1 teams and drivers, particularly on their kit, but we’ve never seen any of them take the plunge and fully immerse themselves on track. We’re really raising the stakes here and leading the way, showing that there’s so much more that can be done for brands. 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 a passion of mine, so to see our team collaborate in such a unique way, beyond our team kit and HUGO everyday wear, is super cool, especially as no one else has done it before. Doing something like this is a real reflection of who we are and who we are creatively. At RB F1, we aim to speak to fans across all sectors: art, music, fashion, so this is a real milestone.”
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