F1: Boss Signs Driver Fernando Alonso as Brand Ambassador

Boss is furthering its stake in F1 as the German fashion brand revealed Friday that it is signing Aston Martin F1 driver Fernando Alonso

The signing comes after Boss embarked on a long-term partnership with the Aston Martin team in June 2022.

The German label designs the Aston Martin F1 team wardrobe, providing formal apparel and race wear for its drivers, as well as a travel wardrobe for the entire team, according to a company statement Thursday.

Boss and Aston Martin will also co-design a capsule collection “featuring modern performance wear” which will be available in 2023.

The partnership is the latest in a growing number of tie-ups between fashion brands and Formula One.

In May, LVMH-owned Tiffany and Co. produced the podium trophies for the inaugural Miami Grand Prix race, while the group’s Berluti label inked a deal to dress the team of French carmaker Alpine.