Team merchandise has been flying off the shelves ahead of the Las Vegas Grand Prix – but one independent brand is aiming to bring Formula 1 back into fashion for female fans seeking something different.
The Grandstand Project is the brainchild of business student Sherry Ma, a long-standing F1 supporter who had been growing restless at the lack of fashion-focused clothing for race-going fans.
Despite being just months old, Grandstand Project will host its first-ever pop-up shop in Las Vegas on race day bringing Ma’s unique outfits to those on The Strip.
“Throughout college I always watched the races and it sort of took over my life, especially going towards the senior year of college,” she told Autosport.
“It wasn’t until after graduating, though, when I started making what I call ‘adult money’ when I was able to afford to go.
“I didn’t realise how bad the clothing options really, really were until I was actually looking for an outfit to wear to the Las Vegas race last year.
“I went to all of the Formula 1 websites, all of the sponsorships, all of the partnerships. And there is just a severe lack of product out there for female fans.
Fashion for female F1 fans
Photo by: Grandstand Project
“When you think about a race in Vegas specifically, you have the mindset of: ‘I’m going to Vegas. I want to wear a dress. I want to feel pretty. I want to go to the clubs and be with my friends, but at the same time, I’m there as an authentic fan, so I also want to represent my team’.
“That just doesn’t really align with wearing the men’s wear that they typically sell – or a hat, and then also wanting to go out afterwards. So what I ended up doing was what most female Formula 1 fans do, which is I did it myself.
“I reworked a piece, I made my own jacket, and I think it just further proved that there’s a real need for it, because I couldn’t go five minutes on The Strip without being stopped and asked where my jacket was from.”
Ma took inspiration from quite a high-profile example of reworking the clothing available.
Kristin Juszczyk, the fashion designer wife of San Francisco 49ers full-back Kyle Juszczyk, designed a jacket for the girlfriend of another NFL star – it just so happened to be Travis Kelce, with the garment worn by Taylor Swift.
“That really drove it home too, I think, earlier this year, with Taylor Swift and Kristin Juszczyk – that was all over the news, and all of the female sports…
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