Formula 1 isn’t just about speed anymore, it’s about style. With the rise of social media and high-profile brand deals, a new era of F1 culture has emerged, and at the forefront are the WAGs (wives and girlfriends) of the sport’s biggest stars. Once seen as simply the partners of drivers, these women are now trendsetters in their own right, influencing both the paddock and global fashion conversations; ultimately, we can thank them for increasing the popularity of the sport.
The WAG Effect: More Than Just Spectators
While the term “WAG” may have originated in soccer, it has found new relevance in motorsport. Women like Francisca (Kika) Gomes (partner of Pierre Gasly) and Kelly Piquet (partner of reigning world champion Max Verstappen) have seamlessly blended high fashion with race weekend aesthetics. No longer just cheering from the pitlane, they are prominent figures in the paddock, turning it into an unofficial runway.
Each Grand Prix weekend, fans eagerly await their outfits, with social media feeds flooded with glimpses of designer pieces, bold accessories, and effortless chic ensembles. From tailored blazers to luxury handbags, these women are redefining what it means to be part of the sport.
Fashion Meets Formula 1
The intersection of fashion and Formula 1 has never been more apparent. Alexandra Saint-Mleux, an art gallery curator and partner of Charles Leclerc, brings a sophisticated touch to race-day fashion. Meanwhile, Carmen Mundt, an investor relations associate and George Russell’s partner, embodies classic style with modern trends.
Beyond personal style, WAGs are also securing major brand deals. Lily Muni He, a professional golfer in the LPGA (Ladies Professional Golf Association) and girlfriend of Alex Albon, has partnered with luxury brands like Dolce and Gabbana and Ferragamo, bridging the gap between sports and high-end fashion. Likewise, Rebecca Donaldson, a Scottish model dating Carlos Sainz, is making moves in the industry, appearing at high-profile events across Europe and securing collaborations with top designers and magazines like Vogue and Harper’s Bazaar.
The Business of Being a WAG
What was once a role defined by personal relationships is now an opportunity for professional expansion. WAGs are not only attending races but also representing major brands. Sponsored trips, front row seats at fashion shows, and partnerships with luxury brands are all part of the new reality. Brands are tapping into their influence, recognizing that their presence at an F1 event can be just as impactful as appearance from an A-list celebrity.
This shift has also led to an indirect partnership between Formula 1 and the fashion industry. As more brands invest in the sport, whether through WAG endorsements or direct collaborations, F1 is being rebranded as a lifestyle, not just a competition. It’s no longer just about who starts first on race day; it’s also about who’s making an appearance in the paddock.
The Future of WAG Culture in F1
As Formula 1’s global appeal continues to grow, so too does the influence of the women who support (and often outshine) the drivers. With social media platforms amplifying their impact and luxury brands eager to collaborate, WAGs are no longer just part of the background, they are shaping the culture of the sport itself.