Silverstone pit lane becomes M&S catwalk for first Grand Prix circuit fashion show

M&S has made its pit lane debut at Silverstone in the run-up to the British Grand Prix weekend, staging the circuit’s first ever  runway show.

It came as the Grand Prix has become a major fashion moment with brands including Ferrari and Tommy Hilfiger launching special collections and staging multiple fashion events around the race. 

M&S’s big show was part of the high street retailer’s multi-year tie-up with the East Midlands international racing circuit, adding to its already flourishing partnership with the Atlassian Williams F1 team.

In a “landmark celebration of style, sport and culture” ahead of the weekend event, it bought together “leading figures from motorsport, fashion, entertainment and the media.”

Guests were treated to the circuit’s first ever  runway show in an “exclusive unveiling” of its latest collection as part of Silverstone’s “commitment to delivering unforgettable experiences, highlighting the growing connection between Formula 1, fashion and popular culture ahead of the biggest sporting weekend of the British summer.”

And as the weekend event builds to a 60,000 crowd and worldwide TV audience, the retailer will also sponsor the ‘M&S Stage’ featuring performances from some major chart-topping artists.

“With dedicated spaces designed for all ages, M&S’s presence will help ensure fans can enjoy Formula 1 together, with fun experiences happening well beyond the on-track action,” it said.

The wider partnership also spans year-round activities at the circuit, such as track days, hospitality, fanzones, music, entertainment, including an elevated presence at other key motorsport events such as MotoGP and CarFe

First announcing the collaboration last month, Sharry Cramond, M&S marketing director for Fashion, Home & Beauty, said: “We know that brands which are culturally relevant grow faster than those that aren’t, and at M&S we have a clear plan to activate our offer around the biggest cultural moments in the country. It doesn’t get much bigger than Silverstone.”

She added: “We love creating unforgettable moments for our customers, and this partnership takes that to a whole new level. Working alongside the Atlassian Williams F1 team as their Official Travel Kit Partner has already been fantastic, teaming up with Silverstone lets us bring even more excitement, style and fun to fans of all ages.”