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Sunday Shakedown

Building the Brand: Toni Breidinger’s Drive Beyond the Track
In motorsport, talent alone isn’t enough. You need backing. Big backing. And Toni Breidinger gets it.
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The Paddock Journal
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Charlotte Quinn
How Fashion Is Becoming The Gateway Drug To Formula One
It's becoming fashionable to care about F1 - and despite what some might say, that's a good thing.
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The Paddock Journal
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SarahOnTheGrid
Tommy Hilfiger Is A Motorsport Genius
Is the APXGP collection art serving commerce, or commerce elevated to art?
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The Paddock Journal
Brands Are Changing How We Wear Team Merch
With an increased female viewership comes a more fashion forward approach to the sport that is only growing in popularity.
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Fabiën
Ferrari x Charles Leclerc Isn't Merch, So Why Does it Feel Like Merch?
For a brand with Ferrari's heritage and resources, this feels like a missed opportunity to set a new standard for athlete collaborations in luxury…
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The Paddock Journal
An Interview with Motorsports Marshal Yvette
From 6am starts to melting pants, Yvette spoke with The Paddock Journal about her role as a marshal for bike and car racing, and how the uniform keeps…
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The Paddock Journal
How are F1 Teams Designing Experiences Beyond The Track?
Fans are wanting to engage with their sport well after the chequered flag has flown. The teams who are giving them that opportunity are winning hearts…
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The Paddock Journal
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Débora Wernke (Bee)
Who will Lewis Hamilton wear to the Met Gala this year?
The Paddock Journal turned to New York stylist and brand consultant, Morgan Bienvenue, with over 13 years of experience in the advertising and fashion…
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Morgan Bienvenue
The Secret Rules of Paddock Pass Gatekeeping
How do influencers get a paddock pass when everyone is trying to keep them out? Why it takes more than a following and a credit card to get into Formula…
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The Paddock Journal
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SarahOnTheGrid
8
Makeup Your Destiny: Charlotte Tilbury & F1 Academy’s Groundbreaking Partnership
Charlotte Tilbury’s dynamic alliance with F1 Academy blends the powerful worlds of beauty and motorsport, driving inclusivity, empowering confidence…
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Illamnangai
Ferrari Style: What Happens When A Car Company Steps Into Luxury Clothing?
What started as a means to honour Ferrari's legacy is now evolving into an extension of the brand. Ferrari is no longer just a car manufacturer; it has…
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The Paddock Journal
Formula One & LVMH’s Partnership Just Makes Sense
The partnership represents a changing of the tides. What was once seen as a niche sport is now being hailed as a cultural phenomenon.
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