Louis Vuitton crafts bespoke trophy trunks for Formula 1
Louis Vuitton is partnering with Formula 1 to create bespoke trophy trunks for the 2026 racing season. The collaboration merges the luxury house's heritage of artisanship with the high-profile cultural moment of international motorsport. The partnership serves as a key example of leveraging craftsmanship for brand storytelling in a non-fashion context.
- This collaboration is part of a much larger 10-year global partnership between Formula 1 and Louis Vuitton's parent company, LVMH, which began in 2025. The deal also positions other LVMH brands, with TAG Heuer becoming the official timekeeper, replacing Rolex, and Moët & Chandon returning as the official champagne. - Louis Vuitton's relationship with Formula 1 began before the official global partnership, with a multi-year collaboration starting in 2021 to provide the trophy trunk for the iconic Monaco Grand Prix. - Each trophy trunk is handcrafted at the historic Louis Vuitton atelier in Asnières, outside of Paris. The designs often feature the brand's monogram canvas, traditional brass fixtures used since the 1860s, and a prominent "V" motif that stands for both "Victory" and "Vuitton". - The maison's connection to motorsports is rooted in its own history; in 1897, Georges Vuitton developed "Vuittonite," a durable and weatherproof canvas specifically designed for car trunks to meet the demands of early automotive travel. - Crafting bespoke travel cases for the world's most coveted trophies is a long-standing tradition for the brand. Louis Vuitton has also created trunks for the FIFA World Cup, the NBA's Larry O'Brien Trophy, the Rugby World Cup, the America's Cup, and the Roland Garros trophy. - In addition to the trophy presentations, the partnership includes a significant brand presence on race weekends, with Louis Vuitton displaying a specially designed dynamic logo on trackside signage. - For the 2025 season, which marked the 75th anniversary of Formula 1, the house produced 24 individual bespoke trophy trunks—one for each Grand Prix on the calendar.
