Louis Vuitton is delving deeper into the world of sport, WWD reports. Following its extensive NBA partnership and skateboarding ventures, the French house makes its grand entrance into Formula One by way of the Monaco Grand Prix.
Considered by some to be the most prestigious F1 race of them all, the Monaco Grand Prix took a year off due to the COVID-19 pandemic but it's back in business for the last weekend of May. With a who's-who of heritage automotive companies in attendance, the race is unsurprisingly posh — the 7,500 available tickets, which can go for over $1,000, include accommodations for yachts and terraces. What's more, its proximity to the French Riviera makes Louis Vuitton's inclusion a natural fit.
This year, Vuitton's first of a multi-year partnership with the Grand Prix, will see the luxury brand cooking up a handcrafted trunk. Louis Vuitton's signature monogram canvas will be remixed with a shade of red borrowed from the Monaco flag and a red/white-striped "V" (for victory) emblem. The trophy's design is inspired by the course's 19 turns that drivers must speed through 78 times.
Of course, this isn't Vuitton's first dip into sport celebration: "Victory travels in Louis Vuitton," the house's trophy program, has yielded celebratory sculptures for FIFA's World Cup, the NBA's Larry O'Brien Trophy, and even a League of Legends' championship match.
"At almost 300 km/h between the rails, it’s the Formula One Grand Prix that all drivers aspire to win one day. Today, we are proud to be associated with the championship and to start writing together a piece of history," said Michael Burke, Louis Vuitton's chairman and CEO.