Visa Cash App Racing Bulls and fashion brand HUGO have selected emerging designer Oliver Kearney, a London College of Fashion graduate, to create bespoke race-weekend outfits for drivers Liam Lawson and Arvid Lindblad at the British Grand Prix, the team announced through its official channels.
Kearney was chosen through VCARB’s Creator Platform, a programme designed to offer exclusive experiences to the next generation of creatives by immersing them in the world of Formula 1. Following portfolio submissions, shortlisted designers responded to a creative brief challenging them to produce looks inspired by UK streetwear culture aimed at resonating with younger F1 fans. Concepts were judged on authenticity, cultural awareness, distinctiveness and intent.
Kearney’s winning proposal combined British heritage influences with a contemporary edge, drawing on grime fashion, British racing culture and classic tailoring. The team said his concept “delivered a distinctive vision that captured the spirit of both F1 and modern British style.”
As part of the experience, Kearney collaborated directly with both Lawson and Lindblad to refine the designs and incorporate the drivers’ personal style. He then worked alongside HUGO’s design teams at the brand’s London headquarters and its German headquarters in Metzingen to oversee the final development process from concept to production.
Peter Bayer, CEO of VCARB, framed the initiative as part of the team’s broader cultural ambitions. “Formula One has evolved into a global sporting platform where fashion, music, design and entertainment are increasingly showing up,” Bayer said. “Fashion has become a huge part of the sport’s identity, offering drivers, teams and fans another way to express themselves and connect with the wider culture that surrounds F1. This project is a natural expression of VCARB’s ambition to open up F1 and give real access to the next generation of talent.”
Bayer added that HUGO’s positioning at the intersection of tailoring and contemporary culture made the brand “a natural partner for the project, bringing structure and credibility to a streetwear-inspired creative vision.”
Kearney described the opportunity as a dream realized. “I’m a lifelong F1 fan and I never thought I’d get a chance to design clothes for F1 drivers at one of the most iconic races in the calendar,” he said. “Collaborating with VCARB and HUGO allowed me to highlight and champion my love for Formula One and British fashion aesthetics with an emphasis on tailored fabrics and racing details.”
The creative journey culminated at the British Grand Prix, where Kearney saw Lawson and Lindblad wear his designs trackside for the first time. Following the race weekend, both outfits will be auctioned on F1 Authentics to raise funds for Wings for Life, the not-for-profit spinal cord research foundation dedicated to finding a cure for spinal cord injury.