Visa Cash App RB has made a huge splash in the world of Formula 1 by unveiling a unique denim-themed livery for the upcoming 2024 Singapore Grand Prix.
This innovative design created in collaboration with HUGO, a division of fashion powerhouse Hugo Boss, marks a bold step into the intersection of high fashion and motorsport.
The striking livery will adorn the VCARB 01 cars driven by Daniel Ricciardo and Yuki Tsunoda, featuring a design that is reminiscent of classic denim jeans, complete with stitching details and zippers along the sidepods.
The denim-themed livery is characterized by its light-blue color palette, which is intended to evoke the casual yet stylish essence of denim fabric. The visual impact is further amplified by the inclusion of zippers and stitching patterns that mimic traditional jean designs.
This attention to detail is not just for show; it reflects HUGO’s commitment to blending fashion with functionality, creating an immersive experience for fans and spectators alike.
Besides the cars, the Hugo denim-themed livery design extends to the team’s garage, which will also be decorated in line with the denim theme.
Ricciardo and Tsunoda will don bespoke racing suits and HUGO apparel throughout the race weekend, further integrating this unique branding into every facet of their presence at the Marina Bay Street Circuit.
Ricciardo expressed his excitement about this partnership, noting that it sets a new precedent for how fashion brands can engage with motorsport beyond traditional sponsorships.
“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,” Daniel Ricciardo said.
“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.”
Tsunoda echoed these sentiments, highlighting his passion for fashion and how this collaboration reflects both the team’s identity and its aspirations to connect with fans from various cultural backgrounds, including art, music, and fashion.
“Fashion is one of my passion points,” Yuki Tsunoda said. “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.”
The decision to incorporate a denim-themed livery into the car’s design is not just about aesthetics; it represents a broader trend where fashion brands are increasingly engaging with Formula 1 teams.
Historically, such collaborations have primarily focused on driver apparel and team kits. However, RB’s approach pushes the envelope further by fully immersing the fashion brand into the on-track experience.
This is reminiscent of the iconic “United Colors” designs used by Benetton in the 1990s, which were celebrated for their boldness and creativity.
This approach aligns with VCARB’s vision of being more than just a racing team; they aim to be a cultural phenomenon that resonates with diverse audiences.
The timing of this announcement coincides with heightened interest in Formula 1 as it continues to grow globally, particularly among younger demographics who value authenticity and brand engagement.
By embracing this trend towards lifestyle branding, RB is not only enhancing its own image but also contributing to the evolution of Formula 1 as a sport that transcends traditional boundaries.
RB’s denim-themed livery marks the second special design reveal for the 2024 Singapore Grand Prix. Mercedes has also announced its own unique design to commemorate 50 years of partnership with title sponsor Petronas.
