Fashion has become synonymous with Formula One. From Lewis Hamilton’s grid looks and Lando Norris’s British Vogue shoot to Ferrari’s fashion and lifestyle brand and team collaborations with fashion brands such Cadillac and Tommy Hilfiger, fashion can be found everywhere within the sport.
And last week, British retailer M&S brought the first ever pitlane fashion show to the British Grand Prix. Part of its ‘Summer of Love That’ brand platform, the show took place on Media Day (2 July 2026).
The activation was also part of the brands multi-year collaboration with the racetrack.
This reporter was able to go along and experience it for herself.
The day started with a visit to The Vale, Silverstone’s new hospitality venue with trackside views. Time at the The Vale offered the opportunity for some mingling with the other guests (all dressed to the nines in M&S of course) and a glimpse of seven time World Champion and Ferrari driver Lewis Hamilton.
After leaving the The Vale, it was time for the main event: M&S’s show. Seated in the pitlane opposite the Williams’ Garage, we were spectators to the ‘Dress to Thrill’ event, which featured 50 models.
Models treated turned the pitlane into their very own catwalk, showcasing looks that featured lingerie inspired corsetry, skirting and swimwear. According to the brand, the pieces “focused on versatility and longevity”.
The collection used monochrome, neutrals with hints of racing red. It also showcased plenty of denim from barrel leg jeans to cropped trucker jackets. Some of the looks featured pieces from M&S’s collaboration with Atlassian Williams Racing.
Sharry Cramond, marketing director for fashion, home & beauty at M&S, said: “We’re so excited to be partnering with Silverstone across its incredible season, including the Formula 1 Pirelli British Grand Prix 2026.
“Bringing fashion to the track like this, with the first ever pit lane fashion show, is a really bold step for us, and a great example of how we’re showing up in new, unexpected ways at the UK’s biggest moments and delivering something that no one has done before.
M&S believe that Silverstone is “one of the most iconic sporting events in the world” and is therefore a great example of where sport and entertainment fuse together.
She says: “As two great British brands with global reach, there was a natural fit between M&S and Silverstone. We know our customers don’t just engage with us when they’re shopping, they’re spending time in the moments, events and cultural conversations that matter to them. Silverstone gives us an incredible opportunity to show up in a completely different way, introducing M&S to millions of fans worldwide and bringing our brand to life on a global stage.
“It’s about reaching customers where they are, creating memorable experiences and showing that M&S can be part of the biggest and most exciting moments in culture.”
The retailer had chosen to host a fashion because “no one has done it before”.
She says: “F1 is the new catwalk and when we saw the opportunity to stage a fashion show on the pit lane, we knew it was a chance to create something truly original. The British Grand Prix is all about adrenaline, excitement and wow and we wanted to bring that same energy to fashion.”
Cramond explains that debuting the Dress to Thrill collection at Silverstone felt “like the perfect fit” for the brand.
She adds: “By bringing fashion into a space traditionally associated with motorsport, we created a world-first moment that generated excitement, sparked conversation and put our product at the centre of culture.”
“It was also important that the show felt distinctly M&S. That’s why we brought together a diverse cast of 50 models alongside ambassadors, partners and personalities from across sport, fashion and entertainment, reflecting the broad appeal of the brand and the customers we proudly serve every day.”
According to Cramond, the show reflects the “confidence and momentum” M&S has seen across its fashion business.
It has seen an increase in consumers choosing to shop at the retailer because they trust the brand to deliver “great style, exceptional quality and outstanding value”.
She explains: “For us, it’s about putting product at the heart of culture and creating moments that get people talking. We want customers to see M&S as a modern, relevant destination for fashion – a brand that understands what’s happening in culture and has the confidence to show up in those spaces.”
“Ultimately, this wasn’t just a fashion show. It was a totemic moment, a reflection of the ambition we have for the brand, the momentum we’re building, and our determination to keep bringing customers exciting reasons to love M&S.”
And the experience didn’t stop with the fashion show, we were taken on a quick track walk and then we were taken to the fanzone to experience Ann Marie and David Guetta’s set. The retailer was also the sponsor of the main stage at the Grand Prix this year . The vibes were eclectic and the crowd certainly seemed to enjoy the show, which ended with a bang (there were fireworks).
The collection is available online and in store now.
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