Louis Vuitton Makes Its Grand Entrance at the Shanghai Grand Prix

The 2025 Formula 1 Chinese Grand Prix, which kicked off on March 21 at the Shanghai International Circuit, not only drew legions of motorsport enthusiasts but also provided a significant boost to local tourism and retail. According to Trip.com, approximately 78 percent of ticket buyers for this year’s event traveled from other regions in China, while 21 percent were international visitors, underscoring the economic impact of global sporting events on cross-border and domestic tourism.

Over the weekend, Louis Vuitton became one of the winners of the Shanghai Grand Prix beyond the racing drivers. The 2025 Shanghai Grand Prix marked the group’s debut at the event as an official partner, with Louis Vuitton leading the charge. This milestone follows Formula 1’s announcement in October 2024 of a landmark 10-year partnership with luxury conglomerate LVMH, cementing its status as a global partner just as the sport celebrates its 75th anniversary in 2025. The collaboration brings several of LVMH’s flagship maisons—including Louis Vuitton, Moët Hennessy, and TAG Heuer—into Formula 1’s orbit, marking a strategic alignment between high fashion, art de vivre, and wheel-to-wheel racing.

As part of this high-profile entry, Louis Vuitton unveiled a dynamic new brand emblem, exclusively created for its official partnership with Formula 1. The design, which embodies the aesthetics of speed and the visceral energy of racing, was prominently displayed throughout the Shanghai International Circuit. The track itself—iconic for its resemblance to the Chinese character shang (上), meaning “up” or “above”—symbolizes Shanghai’s reputation as a city where tradition and innovation converge. The presence of Louis Vuitton at this global sporting event reinforces Shanghai’s standing as a hub for sports, culture, and luxury, while highlighting the maison’s deep ties with the city’s pursuit of excellence and modernity.

One of the weekend’s most iconic moments was the awards ceremony, where McLaren driver Oscar Piastri lifted the 2025 Formula 1 Chinese Grand Prix trophy from an exquisitely crafted Louis Vuitton trophy trunk. The bespoke piece, the third in Louis Vuitton’s series of trophy trunks for this F1 season—following editions for the Driver of the Year and the Australian Grand Prix—was meticulously created at the maison’s historic Asnières workshop in France.

Designed to encapsulate both victory and heritage, the trunk is wrapped in Louis Vuitton’s signature Monogram canvas and features a striking “V” motif—standing for both “Victory” and “Vuitton.” The color scheme, a blend of Shanghai-inspired red and yellow with the maison’s iconic black-and-white Damier pattern, subtly nods to both the checkered flag and the cultural vibrancy of the host city.

From the atelier to the paddock, and up to the finish line, Louis Vuitton’s collaboration with Formula 1 underscores shared values of teamwork, precision, and innovation. By crafting bespoke trophy trunks for one of the world’s most-watched sporting events, the maison reinforces its legacy of craftsmanship while strategically expanding its presence in the high-octane world of racing. As luxury brands continue to elevate cultural resonance and lifestyle relevance, Louis Vuitton’s partnership with Formula 1 sets a new benchmark for how fashion and sport can seamlessly intertwine.