This weekend, fashion and motorsports collide in a groundbreaking debut at the Singapore Grand Prix. HUGO, in collaboration with Visa Cash App RB, is set to unveil Formula 1’s first fashion-inspired livery in over 30 years. The sleek denim design, set to turn heads on the track, marks a bold reimagining of how style can merge with speed. This partnership is not just about aesthetics—it’s about pushing the boundaries of how fashion brands engage with motorsports and its global fanbase.
The First-Ever Denim Livery in F1 History
For the first time since the iconic ’90s, when Benetton’s “United Colors” livery graced Formula 1, fashion is once again making waves on the racetrack. This time, it’s HUGO bringing its iconic denim-inspired style to the Visa Cash App RB car, blending a sartorial edge with high-octane racing. As Daniel Ricciardo, one of the team’s drivers, puts it: “We’re really raising the stakes here and paving the way, showcasing that there’s so much more that can be done for brands to explore.”
This collaboration isn’t just limited to the car’s livery. Ricciardo and his teammate Yuki Tsunoda will be donning custom HUGO racing suits, further merging the worlds of fashion and Formula 1. Tsunoda shares his excitement, stating, “Fashion is one of my passion points… Doing something like this is a real reflection of our identity and creativity.”
A Denim Takeover Beyond the Track
HUGO’s denim takeover isn’t confined to the track. The brand is extending its influence across the entire Singapore Grand Prix event, dressing the Visa Cash App RB garage in denim and launching a series of immersive experiences throughout the city. These activations reflect HUGO’s commitment to bridging the worlds of fashion, art, music, and sports.
This collaboration exemplifies the rising intersection between fashion and motorsport, proving that individuality and self-expression can be celebrated even in high-speed environments. As HUGO continues to blaze a trail across Formula 1, we can only anticipate what future collaborations between fashion and motorsports will look like.
Follow HUGO and Visa Cash App RB for more updates on this groundbreaking partnership.
