Your Chance to Dress an F1 Driver

There are moments when Formula 1 quietly opens its doors, and then there are moments like this, where it practically hands you a seat at the table. In partnership with their apparel partner HUGO, Visa Cash App Racing Bulls are doing something that feels genuinely rare in the sport – inviting fashion designers, creators, and anyone with a strong fashion sense to step inside the world of Formula 1 style not as spectators, but as collaborators.

VCARB’s Creator Platform is officially searching for a designer, and not in a behind-the-scenes way, but in a way that puts you right in the center of the paddock, giving one creative the chance to work directly with Liam Lawson and Arvid Lindblad alongside the HUGO team to design two custom looks for their Silverstone walk-ins, and for F1Styled readers, this is where it gets really exciting, because it is your opportunity to see those designs come to life on Liam and Arvid as they arrive trackside, including Liam walking in alongside Hannah St. John, fully styled, fully photographed, and fully part of paddock fashion history.

Even if we here at F1Styled have not seen a huge volume of HUGO on the WAGs just yet, there are standout moments, including Hannah St. John in her bouclé HUGO suit at last year’s Miami Grand Prix. Beyond that, the brand’s signature aesthetic is already everywhere in the paddock through sharp tailoring, tonal dressing, and elevated basics that feel effortless but intentional, something we consistently see reflected in the style of Alexandra Saint Mleux, Carmen Montero Mundt, and Rebecca Donaldson, proving the HUGO look is instantly recognizable even without the label.

What we think makes the VCARB Creator Platform opportunity so exciting is how hands-on it is. This is not just a design submission, but a full end-to-end experience where the selected designer will meet Liam Lawson and Arvid Lindblad in London to understand their personal style, collaborate with the HUGO team at their headquarters in Germany to design and develop two custom looks, and then see those outfits worn during the drivers’ walk-ins at the British Grand Prix at Silverstone, stepping directly into the paddock where fashion is part of the main event. If this opportunity is made for you, be sure to enter soon – submissions are open until April 2, 2026 at 11:59 PM.

We absolutely love what Visa Cash App Racing Bulls is doing with their Creator Platform, because it feels like a genuine shift in how Formula 1 connects with its audience, bringing creators and creatives closer to the sport in a way that breaks down long-standing barriers and opens the paddock to fresh perspectives, and if this is the direction they are heading, we have a feeling the next wave of F1 fashion is going to look very different, and much more exciting.