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Mercedes F1 Team Seeks ‘Clothing Executive’ for Driver Attire

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Mercedes F1 Team Seeks ‘Clothing Executive’ for Driver Attire

Formula 1 drivers are adept at managing $16 million vehicles capable of reaching speeds of 233 miles per hour, yet they still require assistance with their wardrobe choices. The Mercedes-AMG Petronas F1 team is currently seeking a “marketing operations driver clothing executive” to assist its 2025 drivers, George Russell and Kimi Antonelli, with their off-track attire. This role involves ordering and styling the drivers’ personal, fitness, travel, and marketing event wardrobes, as indicated by a job posting on the team’s website.

Despite multiple requests for comments, Mercedes did not respond to inquiries from Fortune. This job vacancy follows the earlier announcement that seven-time world champion Lewis Hamilton will leave the team to join Ferrari. Hamilton, who is an ambassador for Dior Men and co-chair for the upcoming Met Gala, has been known for treating the F1 paddock as a fashion runway, showcasing bespoke designer outfits to his 38 million Instagram followers.

Hamilton’s move to Ferrari will mark the end of Mercedes’s partnership with Tommy Hilfiger, which has provided team uniforms since 2018. Following his departure, Adidas will become the new provider of team apparel. This change in brand partnerships means Mercedes must ensure drivers do not accidentally wear competing brands, which will be a responsibility of the new clothing executive.

Fashion and apparel are playing an increasing role in Formula 1’s visibility, a trend amplified by Netflix’s docuseries, Drive to Survive. In 2023, the average value of an F1 team rose to $1.88 billion, showing a 279% increase since 2019, the year the docuseries premiered. Hamilton mentioned in a 2023 Business of Fashion interview that with F1’s growing global popularity, particularly in the U.S., the fashion industry sees the sport’s potential to reach wide audiences.

Drivers like Aston Martin’s Fernando Alonso and Visa Cash App Racing Bull’s Yuki Tsunoda are often seen wearing Hugo Boss to the paddock. Similarly, Russell and Hamilton are frequently spotted wearing IWC Schaffhausen watches during media sessions and post-race interviews. Sponsorships, which have contributed $30 billion to F1 over the past 15 years, remain crucial to the sport.

High-end brand partnerships not only provide financial benefits but also offer strategic appeal to F1’s expanding and increasingly female audience. Tommy Hilfiger, a popular brand among women and a sponsor of the all-women F1 Academy, has been a longtime partner with Mercedes. McLaren’s partner, Reiss, promotes itself as a streetwear brand offering unisex designs.

F1’s connection to luxury fashion was further strengthened by a recent 10-year sponsorship agreement with LVMH, valued potentially at $1 billion. TAG Heuer, an LVMH brand, will replace Rolex on F1 promotional materials starting in 2025. The sponsorship will also involve other LVMH brands like Louis Vuitton and Moët Hennessy.

LVMH Watches CEO Frederic Arnault stated that Formula 1 has become one of the most desirable sports globally, highlighting that the partnership is just beginning.

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