Louis Vuitton Creates Bespoke F1 Trophy Trunks
Louis Vuitton has designed bespoke trophy trunks for Formula 1, in a partnership that merges the brand's luxury craftsmanship with high-speed auto racing. The collaboration was highlighted in recent trade coverage from WWD.
- This collaboration is part of a broader, 10-year global partnership between Louis Vuitton's parent company, LVMH, and Formula 1, which began in 2025. The deal also involves other LVMH brands, with TAG Heuer as the official timekeeper and Moët & Chandon as the official Champagne. - The bespoke trophy trunks are handcrafted at Louis Vuitton's historic Asnières atelier, located on the outskirts of Paris. This same workshop has been producing the Maison's trunks since 1897, when Georges Vuitton first designed trunks for automobiles. - For the 2026 season, Louis Vuitton has created 24 individual trunks, one for each Grand Prix race. Each trunk features the signature Monogram canvas and a prominent "V" for "Victory" and "Vuitton," with unique design elements that nod to the host country, such as the red and white of the Canadian flag for the Montreal race. - The partnership with Formula 1 builds on a previous agreement with the Automobile Club de Monaco, where Louis Vuitton provided the trophy trunk for the Monaco Grand Prix from 2021 to 2024. Starting in 2026, Louis Vuitton has become the title partner for the prestigious Monaco race. - This initiative is part of a larger strategy by LVMH to align with major global sporting events to reach new, affluent audiences and reinforce narratives of craftsmanship and heritage. Other notable sports partnerships include the FIFA World Cup, the NBA Championship, the Rugby World Cup, and the America's Cup. - Beyond the trunks, the partnership includes significant brand visibility, with Louis Vuitton's logo and dynamic graphics featured on trackside signage at all races for the first time. - The brand's connection to the world of motorsports is not new; in 1897, Georges Vuitton developed "Vuittonite," a durable and waterproof canvas designed specifically for automotive trunks to withstand the elements during travel. - Louis Vuitton's involvement in major sporting events extends to the Olympic Games, with LVMH being a premium partner of the Paris 2024 Olympics and Paralympics, for which the house designed medal and torch trunks.
