Louis Vuitton Rolls Into High Gear with 10 Year Formula One Partnership AOC Fashion

Formula 1 [FI] has moved into the fast lane, striking new business alliances with Apple and LVMH starring Louis Vuitton in 2025. Today we focus on LV and F1, with visuals from the new Formula 1 and the Apple Original Films' highly-anticipated movie movie in F1. The movie starring Brad Pitt and Damson Idris opens June 27.

The upcoming film follows former F1 driver Sonny Hayes as he comes out of retirement to mentor and team up with a younger driver, Joshua Pearce, played by Idris. ‘Maverick’ movie director Joseph Kosinski says he went with Brad Pitt for his F1 movie over Tom Cruise – mainly for safety reasons.

“We’d have had a crash," action-vehicle supervisor Graham Kelly said about the decision to cast Pitt over Cruise. “Tom pushes it to the limit. I mean really to the limit. That terrifies me. I mean, I’ve done loads of Mission: Impossibles with Tom and it’s the most stressful experience for someone like me building cars for him, doing stunts with him. Whereas Brad listens and he knows his abilities, and I think he’d be the first to say, 'Yeah, I’m not going to do that.'"

In the current world of luxury branding, it seems to me that Tom Cruise is to Elon Musk as Brad Pitt is to Bernard Arnault. My money is on Arnault, until further notice.

LVMH Use of Strategic Layering

Fresh off winning the prestigious 2025 Cannes Lions Grand Prix for their partnership with the Paris 2025 Olympic Games, this new F1 relationship announced in late 2024 represents what is called the LVMH “strategic narrative layering” approach across its maisons.

LVMH views each of its Maisons as "a house of stories" that are meant to be experienced.

Three distinct LVMH maisons—Louis Vuitton, Moët & Chandon and TAG Heurer — have roles in the current F1 brand marketing formula. With its paradigm-busting strategy, the F1— LVMH alliance amounts to luxury’s most ambitious sporting investment ever.

LVMH actively seeks to embed its brands within popular culture by collaborating with artists, designers, and influencers who resonate with its target audience. The $1.5 billion investment in Formula 1 is an example of this approach, aiming to reach new communities where luxury values are intrinsic and aspirational.

The fastest growing segment of F1 fandom is young women. From AOC’s perspective, layering bottles of Moët & Chandon into the F1 celebration experience, tying it directly to the Louis Vuitton brand experience is simply brilliant.

But hey — what do I understand understand about business in a purely transactional Wall Street world universe? ~ Anne