“42% of the global lifelong fan base is now female, and the fastest growing fan demographic is the 18 to 24-year-olds,” F1 Academy Managing Director Susie Wolff explains. “I’ve been in this sport a long time, and suddenly there are so many young girls here. And it’s not just about having adulation for the drivers, as many speculate; they love this sport, and they have a real connection to the sport.” The idea that women and girls are only into sports because of their proximity to men is something F1 Academy is addressing. “It’s not anymore that male-dominated environment, which is egoistic, or the old stereotypes of what belongs in racing. And I think we’ve tried to really break down those barriers of what belongs here, allow this new young fan base to understand there’s a place for them.”
F1 Academy is part of a growing rise in women’s participation across all sports — that’s also coinciding with an increase in fashion and beauty partnerships within them. Alba, for example, is sponsored by Tommy Hilfiger. Her car, her uniform, and her pre-race fit are all decked out in white, blue, and red. “Fashion is a way to express yourself and feel confident,” Alba says. “When you have that confidence outside of your sport, you can always transfer that into the sport. I think it’s pretty similar to what I do when I walk in the paddock, having a cool outfit. I just feel a bit more confident when people say, ‘Oh, your jacket is so cool,’ I can transfer that energy into the car.”
Jocko Graves
Jocko Graves
Alba’s paddock look is decidedly cool, a pair of dark wash wide-leg Tommy jeans paired with red cowboy boots, and a white leather jacket. Her nails, done by her mother, are long and feature F1 Academy details. Still, she says it’s actually her racing look that is her favorite outfit. “That’s my favorite thing to wear because I feel so powerful,” she explains.
Jocko Graves
