How 46 fashion designers reimagined McLaren’s F1 history

McLaren swapped its Technology Centre for a fashion runway on Wednesday, as 46 Central Saint Martins MA students presented 12 looks inspired by six decades of F1 history. The collection spanned James Hunt's 1970s glam to Ayrton Senna's yellow helmet and today's papaya fan culture, with engineering details woven into the designs.

Why it matters:

The show reflects how F1 teams are using fashion and culture to reach a younger, more diverse audience. McLaren's data shows nearly half of F1 fans consider fashion important to expressing their fandom, making off-track creativity a competitive battleground.

The details:

• Students worked in 12 groups, each interpreting McLaren's heritage through drivers, cars, engineering, or eras.
• The collection moved through five chapters: Grit x Glamour, Precision and Power, Global Icon, Engineered Athlete, and Papaya Era.
• Clear references: James Hunt's tied overalls and flared silhouettes, Senna's canary yellow racing helmet and wet-weather mastery, and even Monaco's hairpin stitched inside a pair of trousers.
• Materials: Carbon fibre, upcycled racing seatbelts, used McLaren boots, and fabric offcuts gave the looks a sustainable edge.
• McLaren CMO Louise McEwen: "Without creativity, we're never going to appeal to new fans."

The big picture:

The event is part of McLaren's push to stay competitive off the grid. McEwen said the project was about opening a conversation between sport and fashion, and the response could shape future collaborations as teams chase a growing cultural crossover.