Louis Vuitton Trophy Trunk Celebrates Formula 1’s Finest at the 2025 Canadian Grand Prix

Amid the roar of engines and beneath a sky streaked with anticipation, Mercedes driver George Russell was first to cross the finish line at the FORMULA 1® PIRELLI GRAND PRIX DU CANADA 2025 in Montreal, seizing the coveted Grand Prix trophy—not just any trophy, but one unveiled from a custom-designed Louis Vuitton Trophy Trunk, an emblem of excellence and triumph.

Crafted exclusively for the event, the bespoke trunk symbolized more than victory; it was a celebration of Louis Vuitton’s enduring bond with the art of travel and the high-octane world of motorsport. True to its signature slogan, “Victory Travels in Vuitton,” the trunk made a distinct presence throughout the race weekend—from its spot on the starting grid to the solemnity of the national anthem, and finally, center stage at the podium ceremony. It was a tribute to the Maison’s craftsmanship and its storied savoir-faire.

This passion for innovation and movement runs deep in Vuitton’s DNA. The story began in 1897, when Georges Vuitton, son of the founder, introduced weatherproof, car-friendly trunks at the family’s historic Asnières atelier—paving the way for over a century of exploration and evolution. From these early designs to the creation of durable “Vuittonite” canvas, the Maison’s legacy has been intertwined with the automotive world ever since.

The Maison’s modern journey into Formula 1 accelerated in 2021, when its first Trophy Trunk debuted at the legendary Grand Prix de Monaco, alongside the birth of the now-iconic slogan. By 2024, Louis Vuitton’s connection to the sport was formalized through a global partnership under LVMH. The 2025 Canadian Grand Prix marked the tenth race of the season with Vuitton as Official Partner—a milestone moment in the ongoing alliance between timeless luxury and cutting-edge competition.

The trunk itself stood as a masterwork of design: cloaked in Louis Vuitton’s iconic Monogram canvas, it was adorned with a bold ‘V’—a dual tribute to “Victory” and “Vuitton”—as well as signature checkerboard Damier patterns and subtle red and white accents nodding to Canada’s national colors and Montreal’s unique identity. The Maison’s dynamic new logo, reimagined to echo the speed and thrill of racing, was also prominently featured across the track, underscoring the synergy between high fashion and high performance.

In the end, it wasn’t just George Russell who took home a win in Montreal—it was a celebration of heritage, craftsmanship, and the enduring pursuit of excellence. And as always, Victory traveled in Vuitton.

The Louis Vuitton new Trophy Trunk, custom created for the event, honoured the rich shared history of both the Maison and the realm of Formula 1. Reflecting signature Maison codes, the trunk is wrapped in iconic Monogram canvas and emblazoned with the letter ‘V’ for “Victory” and “Vuitton”; alongside the black-and-white Damier checkerboard and red and white lines that nod to the Canadian flag and Montreal’s cultural identity. Along with the Trophy Trunk itself, Vuitton’s contribution was also recognized with a reimagined brand logo, reflecting the speed and dynamic nature of racing, displayed across the on-track signage.