F1 has entered a new cultural era. With record sponsorships, celebrity-driven storytelling and a new generation of fans, luxury and lifestyle brands are accelerating into the paddock — from LVMH’s landmark 10-year global sponsorship, to collaborations with TommyHilfiger, CharlotteTilbury and ChivasRegal. That momentum is mirrored in the drivers’ growing cultural power. During the Chivas Regal Crystalgold launch at the #SingaporeGrandPrix, #VogueBusiness talked to one of the sport’s most recognisable figures, Charles_Leclerc, about how the F1’s influence now extends far beyond the track. At the link in bio, AmyFrancombe_ breaks down how one of the world’s most elite sports has become a brand battleground.