Fashion just made the starting lineup.
When Lewis Hamilton announced his move from Mercedes-Benz to Ferrari, the racing world was rocked — but something equally stylish was brewing behind the scenes. Mercedes-AMG PETRONAS quietly posted a job listing for a clothing executive. Not your average pit crew hire.
Fast forward to early 2025: Eleanor Coleman steps in as the team’s first-ever Styling and Partnerships Manager, marking a bold move in Formula 1’s evolution from racetrack dominance to runway relevance.
Quoting Vogue Business, Richard Sanders, the team’s chief commercial officer, explains:
“While Lewis [Hamilton] was certainly a major reason for F1 embracing fashion, this role was conceived to ensure continuity and to further professionalise our approach to fashion, making it more strategic and impactful.”
Translation? Fashion is no longer just a personal statement for athletes — it’s part of the business plan. And Mercedes isn’t alone. Sports leagues around the globe are getting stylish.
In the NFL, players like Joe Burrow and Saquon Barkley aren’t just scoring touchdowns — they’re racking up fashion credibility, turning tunnel walks into runway moments. Teams are waking up to the fact that what their stars wear matters. A lot. It’s cultural capital with commercial clout.
As Vogue Business’s Tariro Makoni puts it, the rise of the team stylist signals a new era in sports: one where game-day fits and brand partnerships go hand-in-hand — and the style game is just as important as the scoreboard.
📸✨ Game on, glam on.
