An unusual job announcement in Formula 1: Mercedes is seeking a “fashion manager” for Kimi Antonelli and George Russell. This new role will be responsible for the outfits the two drivers will wear off the track: formal wear, sports clothing, as well as casual and travel attire. This position aims to keep up with the growing fashion trends in the paddock.
Being in the spotlight also means knowing how to navigate trends and styles. A Formula 1 that is increasingly a runway for brands and companies in the sector requires a keen eye to capture – and perhaps even create – the latest trends while optimizing sponsorships. This is the rationale behind the creation of the “fashion manager” position, which Mercedes will utilize to dress Andrea Kimi Antonelli and George Russell.
According to reports from Motorsport.com, the need arises from the necessity to manage and follow the presence of brands that have become partners of the team, preparing the outfits the drivers will wear during the race weekend. The manager will be in close contact with Adidas and will also have a role in overseeing the wardrobe of both drivers.
Fashion and F1: the role of the “fashion manager”
Wearing clothing from a rival brand is a no-go: in such a case, it will be the responsibility of the new hire to reprimand the two “models,” directing them toward outfits more appropriate to Brackley’s sponsors. While Lewis Hamilton has played a key role in bringing Mercedes into the spotlight of the fashion industry for years, this responsibility will now fall to the fortunate candidate selected.
This should come as no surprise: the public is rediscovering true style icons in the heroes of the paddock, increasingly involved in activities promoted by sponsors outside the circuit. A few weeks ago, news broke of the partnership between Charles Leclerc and Puma, with the Monegasque becoming a brand ambassador for the sports company.
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