Louis Vuitton is pleased to reveal unprecedented on-track signage during the Formula 1® Louis Vuitton Australian Grand Prix 2025 in Melbourne, with the Louis Vuitton logo newly rendered in dynamic graphic form. As title Partner of the first Grand Prix™ of the season, the House takes a key role in this journey of champions, reinforcing the tradition that “Victory travels in Louis Vuitton.” The on-track signage features a creatively reimagined Louis Vuitton logo “in motion”, specially conceived for the Official Partnership between Formula 1® and the House.
The design captures a sense of velocity and heat, a nod to the high-speed intensity at the heart of Formula 1® racing. This innovative Louis Vuitton logo will be displayed on barriers and various sections of the Melbourne circuit throughout the weekend. As the vibrant city of Melbourne hosts the first Grand Prix™ of the season this weekend, the values that define both the city and the House are brought to the forefront. Echoing Louis Vuitton’s own creative spirit, this iconic city has a rich heritage and diverse cultural scene, notably in the realm of sport – a field which holds a strong influence in Australian culture, shaping national identity and bringing together communities across the country.
United by a shared passion for daringness and innovation, Louis Vuitton and Formula 1® continuously expand the boundaries of their respective worlds, reflecting shared values and a joint commitment to celebrating excellence in all forms. This partnership also embodies Louis Vuitton and Formula 1®’s combined pursuit of the extraordinary, at a time when fashion, culture, entertainment and sports are fusing like never before.
From the workshop to the racetrack, overlapping themes of teamwork, precision and inventiveness bond the two worlds of fashion and sport. This connection is further embodied in a new Trophy Trunk, bound in Louis Vuitton’s iconic Monogram canvas and adorned with the letter “V” - for victory and Vuitton - in Australia’s emblematic colours of green and golden yellow.
True to its tradition of travel, the House has offered creations dedicated to the automotive world since its early years. It was in 1897 that George Vuitton (son of Louis Vuitton) caught on to the advent of the automobile. Aware that luggage would be loaded onto the back of vehicles and exposed to the elements, Georges decided to replace leather with a durable canvas called “Vuittonite," which has since evolved into the Louis Vuitton canvas we know today. Over the following 125 years, Louis Vuitton has remained closely associated with automotive culture.
Louis Vuitton’s involvement with Formula 1® is part of the LVMH partnership as a new Global Partner, first announced in October 2024. Louis Vuitton established an initial link with Formula 1® through a partnership with the Automobile Club de Monaco that comprised developing and presenting the Trophy Trunk for the Formula 1 Grand Prix de Monaco™ between 2021 and 2024.The ever-growing profile of Formula 1® counts hundreds of millions of worldwide fans. Many will witness the sport’s most iconic and heartfelt moments, with Louis Vuitton ensuring that these successes are forever forged in tradition and excellence. This partnership is ultimately an affirmation that “Victory Travels in Vuitton.”
