After Formula 1, it is the world of two wheels that attracts the attention of the fashion world. The first partnerships involve PDF, Pininfarina, Dan John and TRC.
The relationship between fashion and motors is a long-standing one. Suffice it to say that, only in the last few days, the park of Villa Olmo in Como inaugurated the exhibition Helmut Newton. Carswhile in Modena, in conjunction with the 2026 edition of Motor Valley Fest, the retrospective was inaugurated. An Italian history of fashion and motors at the Church of San Carlo with creations designed, among others, by Giorgio Armani, Valentino Garavani, Roberto Capucci, Moschino. A winning combo, that of style and speed, which since 2010 has also had a dedicated museum in Malaga, Spain. If Formula One is now a consolidated territory for the world of luxury: since 2025, in fact, the LVMH group has been a global partner of the competition; while last week’s news was the entry into the paddock of the Kering group with Alpine, which from next season will be called Gucci Racing Alpine. The world of two wheels, until recently, seemed more reluctant to give in to the charm of fashion. In fact, 2026 marks a reversal of the trend. Starting last March, when PDF, the menswear label designed by Domenico Formichetti, teamed up with VR46 Racing Team and RefrigiWear®, making its debut on the Austin circuit. Not only that, yesterday, on the occasion of the Italian MotoGP Grand Prix at Mugello, the new celebratory livery designed by Pininfarina for the Prima Pramac Yamaha team debuted. Only technical partners? Not exactly. Jorge Martín, 2024 MotoGP World Champion, was chosen by Dan John as 2026 brand ambassador, while Luca Marini of Honda HRC Castrol became one for TRC.
