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Fashion Takes Center Stage in the F1 Paddock as Mercedes Debuts New Gear
With the 2025 Formula 1 season on the horizon, excitement is building around the latest developments in the sport. Among these is the innovative approach to team apparel being spearheaded by Mercedes’ recently appointed fashion manager. The focus is on ensuring that drivers George Russell and Andrea Kimi Antonelli are not only performing well on the track but also making a statement off it. Antonelli shared insights into this dynamic, noting, “She [the stylist] doesn’t pick my outfit every day, but she sends me some ideas.”
Interestingly, the F1 rookie also credits his mother as his stylist. He explained that she often critiques his clothing choices, stating, “Most of the time she doesn’t like the combination I wear — she’s always fixing my clothes. Sometimes when we’re about to go out for dinner with my family she says, ‘Oh no, you need to go change.’ So she’s my proper stylist.” This hands-on approach to fashion is complemented by an influx of new Adidas gear, with Antonelli and his mother collaborating to refresh his wardrobe.
Embracing Fashion’s Role in Formula 1
Both Russell and Antonelli recognize the increasing significance of fashion within the F1 landscape, a trend prominently championed by their predecessor, Lewis Hamilton. Russell revealed, “Fashion wasn’t a big part of my life; it was only over the past few years that I realized the positive impact it has on you if you’re wearing clothes you feel confident in.” This newfound perspective on personal presentation adds pressure on Adidas to deliver a standout collection, which comprises around 150 pieces crafted in a remarkably short timeframe of eight months, compared to the usual yearlong process for a brand of its stature.
Michael Batz, Vice President of Apparel at Adidas, emphasized the brand’s rich heritage in fashion, stating, “We’re asking how we can bridge that into F1 and combine the sport with the streetwear factor and the culture borne out of that.” Traditionally, F1 attire has been limited to simple items like caps and driver tees, but Adidas aims to elevate styles to include pieces such as iconic paddock jackets.
The collaboration doesn’t stop at fan apparel; it extends to the entire Mercedes team. Batz explained that Adidas has taken the time to observe the needs and experiences of every team member, from pit crew to hospitality staff. “For example, we looked at the mechanics and where they put all of their radios,” he observed, highlighting the benefits of direct feedback in product development. “These are things you only find out when you closely monitor, listen to and get feedback from the team.”
Revolutionizing Team Attire
In a first for F1, team uniforms will now be crafted specifically for each role. Mechanics will wear shirts equipped with sweat-wicking properties, while marketing staff will have sneakers designed to withstand the intense demands of race day, which can involve walking upwards of 30,000 steps. Furthermore, the clothing will evolve over the season to introduce vibrant colors and innovative materials, complemented by exclusive drops for fans interested in sporting the latest designs.
Potential for Signature Footwear
When asked about the possibility of releasing signature shoes named after Russell or Antonelli, akin to offerings from other sports icons like LeBron James and Lionel Messi, Batz acknowledged that this is an area of opportunity. “It’s definitely an opportunity we see in so many other sports with a lot of fan dedication and fan engagement,” he remarked, leaving the door open for future collaborations. As Antonelli gains experience on the circuit, it’s conceivable that his mother may soon be styling him in a special “Kimi” shoe collection from Adidas.
As fashion and Formula 1 continue to intertwine, the synergy between performance and personal style is set to redefine the paddock culture, making it an exciting development for fans and participants alike.
Source
www.motorsport.com