LV brings ‘Victory Travels in Louis Vuitton’ to Formula 1 with 10 year Partnership

Louis Vuitton’s ongoing ‘Victory Travels in Louis Vuitton’ story moves into a new phase with a 10 year Formula 1 partnership, celebrating the 2025 season through bespoke trophy trunks for Grand Prix circuits and title sponsorship of the Australian opener. The collaboration ties race day victory to the maison’s travel heritage, positioning LV trunks as part of motorsport’s most visible podium moments.

A Decade with Formula 1

The new agreement makes Louis Vuitton an Official Partner of Formula 1 for 10 years from 2025, as part of a wider LVMH global partnership with the series. Within that framework, Louis Vuitton will craft custom Trophy Trunks for major Grand Prix circuits, extending a relationship that began with Monaco between 2021 and 2024.

For the Australian Grand Prix in Melbourne, Louis Vuitton steps into an even more prominent role as Title Partner of the first race of the 2025 season, officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025. The partnership is framed by both sides as a meeting point between craftsmanship, innovation, and elite competition at a moment when F1 is marking its 75th anniversary.

Trophy Trunks as Icons

At the centre of the story are the maison’s bespoke Trophy Trunks, handcrafted by artisans at the historic Asnières atelier near Paris. Each piece is wrapped in Monogram canvas and marked with a bold “V” for “Victory,” often rendered in race-specific colours that nod to national palettes or circuit identities.

In Melbourne, the Australian Grand Prix trunk carries green and gold accents, linking the “V” motif to the host country’s sporting colours while still reading instantly as Louis Vuitton. Across the calendar, trunks for other races repeat the same design logic: heritage canvas, sharp “V”, and subtle references to finish lines and flags.

For F1, the partnership adds a luxury house to its roster at a time when the series is courting fashion and lifestyle audiences alongside traditional motorsport fans. For Louis Vuitton, the race offers a live, global platform where trunks and travel codes sit directly next to speed, technology, and national pride.

Craft and competition

Louis Vuitton’s F1 trunks extend a broader strategy that already includes cases for trophies in football, tennis, rugby, sailing, basketball, and esports. Each commission gives the house a chance to restate its savoir faire in a context that is about performance and excellence rather than runway spectacle.

For motorsport fans, this partnership means the moment of lifting the trophy now doubles as a showcase for luxury craft, with the trunk and its “V” graphic becoming part of the victory image. As the 10 year agreement unfolds, these cases will form a visual archive of how one fashion house is embedding itself in the iconography of Formula 1.