HUGO, with Visa Cash App RB Formula One Team, has designed F1’s first fashion-inspired livery in over 30 years, which is set to debut on track this weekend at the Singapore Grand Prix.
The sartorial-themed livery features a dynamic denim design that pays homage to HUGO’s iconic style. Since Italian fashion label and F1 team, Benetton, donned a historic “united colors” livery back in the 90’s, no fashion collaboration has graced a car’s outfit, despite fashion being at the forefront of Formula One partnerships in recent years.
VCARB and HUGO are set to push those boundaries, bringing fashion even closer to the track once again, blending its signature style with the cutting-edge world of motorsport.
Daniel Ricciardo, Visa Cash App RB driver said: “Over the years we’ve seen fashion brands join forces with F1 teams and drivers, especially when it comes to outfits, but never have we seen any of them take this step in full immersing themselves on track too. 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. I think we’re definitely going to open the eyes of these fashion houses and see more fashion-inspired liveries come to life.”
Yuki Tsunoda, Visa Cash App RB driver said: “Fashion is one of my passion points, so to see our team collaborating in such a unique way, beyond our team kit and our daily HUGO outfits is super cool, especially since no one else has ever done it before. Doing something like this is a real reflection of our identity and creativity; at VCARB, we’re looking to speak to fans from all industries: art, music, fashion, so this is a real step towards everything we’re striving to do as a team.”
There’s no doubt that high fashion and high performance come hand in hand, and this season exhilarating speed, fearless style, and unapologetic HUGO self-expression blazes a trail across the world of Formula 1, by redefining the boundaries of motorsports, championing individuality and self-exploration on and off the track.
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Visa Cash App RB
With more than 350 race starts and counting, Red Bull’s Italian Formula 1 team has been one of the sport’s most consistent and important competitors since 2006.
Launched as Scuderia Toro Rosso and charged with bringing future champions to the grid, the team was successful in launching the top level careers of a generation of drivers who have gone on to win races and world championships in Formula 1 and beyond. The success continued following the teams’ 2020 rebrand as Scuderia AlphaTauri, with victory at the Italian Grand Prix in its first season. Now reborn with an expanded mission to battle for the sport’s biggest prizes, Visa Cash App RB team is powering into a new era of competition at the pinnacle of motor sport.
HUGO
In celebration of the FORMULA 1™ SINGAPORE AIRLINES SINGAPORE GRAND PRIX 2024 weekend, HUGO continued to cement its global presence within in the world of F1™ with a unique, multi-layered “denim takeover” of the city. From September 16-22, HUGO introduced its striking denim Visa Cash App RB Formula 1™ Team car livery through a series of physical and digital activations that tapped perfectly into the brand’s connection to the world of racing as Official Apparel and Eyewear Partner of the team. These bold, immersive experiences showcased the brand’s intent to authentically push the boundaries of motorsport's fashion form.
