Visa Cash App RB Teams Up with HUGO for Fashion-Inspired F1 Livery

During this year’s Singapore Grand Prix, Visa Cash App RB (VCARB) and fashion brand HUGO revealed Formula One‘s first fashion-inspired livery in over 30 years. The custom denim design, which pays tribute to HUGO’s iconic style, is the first of its kind since the famed “united colors” livery of Benetton in the 1990s.

The collaboration goes beyond just the car. The VCARB garage was decked out in a denim theme, while drivers Daniel Ricciardo and Yuki Tsunoda wore bespoke racing suits and HUGO outfits throughout the weekend. Ricciardo expressed excitement about pushing boundaries, stating “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. 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, who is passionate about fashion, sees this partnership as a bold statement, adding “It’s a real reflection of our identity and creativity. At VCARB, we’re looking to speak to fans from all industries: art, music, fashion.”

This collaboration marks a unique moment in F1, where fashion and high performance collide, a trend that is continuing to develop in both the high fashion and streetwear realms.