The picture of race winners spraying champagne on the rostrum is among the most recognizable traditions in Components 1, a ritual lengthy related to Moët & Chandon, considered one of LVMH’s flagship manufacturers.
However at this time, the connection between the world’s largest luxurious group and the worldwide motorsport is increasing far past a celebratory second.
As Components 1 has advanced right into a high-end, premium sporting occasion, LVMH is positioning its Maisons throughout numerous areas of the game as a part of a broader technique to strengthen cultural relevance and client engagement.
Based in 1950, Components 1 has turn out to be the very best class of worldwide single-seater racing, rating among the many prime annual sporting occasions and attracting prosperous world audiences. With luxurious and experiential branding more and more shaping the game’s id, it was solely a matter of time earlier than a deeper collaboration fashioned between Components 1 and LVMH.
Louis Vuitton unveils the 2026 Components 1 Trophy Trunks
Louis Vuitton has revealed its latest Trophy Trunk for the 2026 Components 1 season, which begins in March.
The model handcrafted 24 trunks, one for every Grand Prix race on the 2026 calendar. Each bit options the home’s signature Monogram canvas and a daring “V” for “Victory” with distinctive designs.
To mark the launch, Louis Vuitton launched an official picture with all 22 Components 1 drivers and 11 groups, posing alongside the FIA Components 1 World Championship trophy inside one of many new trunks.
The home has additionally confirmed on its web site that it’ll function the Title Associate for the 2026 Components 1 Louis Vuitton Monaco Grand Prix.
Louis Vuitton’s Trophy Trunks are usually not unique to Components 1 and prolong past motorsport. The model additionally handcrafts Trophy Trunks for different main world occasions, together with the FIFA World Cup, Ballon d’Or, Roland Garros, Australian Open, NBA Larry O’Brien Championship, Rugby World Cup, America’s Cup, Davis Cup, and League of Legends, in response to its official web site.
LVMH’s Louis Vuitton unveils its new Trophy Trunk for Components 1 2026 season.
Components 1/Getty Photographs
LVMH and Components 1: a 10-year world partnership
In late 2024, LVMH signed a 10-year world partnership with Components 1 that integrates its Maisons throughout numerous points of the auto racing competitors, together with hospitality, activations, and limited-edition releases starting in 2025.
The featured manufacturers embody Louis Vuitton, the Trophy Trunk designer; Moët & Chandon, the official Champagne; and TAG Heuer, the timekeeper.
“The partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients,” said the press launch.
Why the Formual 1 partnership issues for LVMH
LVMH’s expanded presence in Components 1 comes at a pivotal time for the corporate.
For the complete fiscal 12 months 2025, the group reported a 5% income decline 12 months over 12 months, with its Trend & Leather-based Items and Wines & Spirits divisions each posting unfavourable development.
As of February 19, 2026, LVMH (LVMUY) shares have been down 17.6% 12 months thus far.
“LVMH didn’t miss in 2025. It simply didn’t outperform in a way that moves markets anymore,” mentioned Monetary Specific World Investing Analyst Parth Parikh.
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- 159-year-old retail large publicizes extra retailer closures
- Dangerous Bunny’s cut price outfit breaks Tremendous Bowl vogue custom
- World retailer closes 132 shops throughout a number of manufacturers
In its newest annual report, the corporate acknowledged ongoing geopolitical and macroeconomic uncertainty however reaffirmed its technique of investing in model desirability, innovation, and long-term positioning.
Notably, the 2 underperforming divisions embody manufacturers immediately concerned within the Components 1 partnership. Analysts counsel the collaboration is a strategic effort to bolster visibility and cultural relevance amongst high-value world audiences.
“The intersection of luxury and sports allows luxury labels to influence different groups of buyers through athletes and events,” mentioned Fortune Enterprise Analyst Prarthana Prakash. “If successful, they could draw larger audiences, both for the sporting event and the brands.”
Luxurious faces a broader trade slowdown
LVMH just isn’t the one firm struggling; the luxurious sector has navigated a persistent stoop over the previous few years.
McKinsey & Firm’s State of Trend 2026 Report tasks low-single-digit development for the worldwide vogue trade in 2026. Macroeconomic volatility and tariff pressures are anticipated to proceed shaping value-conscious client habits, significantly within the U.S., the place client sentiment remained low all through 2025.
“In the end, 2026 will likely be another year of dislocation for fashion companies,” mentioned McKinsey & Firm Trend Retail Analysts.
This decline in luxurious has affected even among the prime corporations available in the market.
High luxurious corporations’ revenues fall
- Kering: Income declined 13% for the complete fiscal 12 months 2025, in response to Kering press launch.
- Capri Holdings: Income fell 15.4% for the complete fiscal 12 months 2025, per Capri’s earnings launch.
- OTB Group: Income dropped 4.8% for the complete fiscal 12 months 2025, the corporate revealed.
Components 1’s speedy development, significantly amongst youthful and worldwide customers, makes it one of the vital enticing world phases for luxurious advertising.
Based on the game’s 2025 half-year abstract, whole fan numbers elevated 12.2% 12 months over 12 months to 827 million, with 43% of the fan base below age 35.
For LVMH, the expanded partnership represents greater than sponsorship. It’s a long-term model technique to bolster status, drive relevance, and help development as the luxurious sector navigates a tougher cycle.
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