The Influence of Formula 1 WAGs: Style, Business, and Charisma

Have you ever been obsessed and inspired by a person that you even try to maintain as a personal ideal or 'role-model' watching a sport that is not related to the female part?

In the world of Formula 1, speed, precision, and competition define the sport. However, beyond the racetrack, there is a group of women who captivate fans and media alike— the WAGs (wives and girlfriends) of Formula 1 drivers. These women are not just companions to some of the world’s best athletes; they are style icons, entrepreneurs, and influential personalities in their own right. Their presence in the paddock, their business ventures, and their ability to command attention on and off social media make them an integral part of the F1 ecosystem.

Style Icons in the Paddock and Beyond

For many years the wags have always been present in this sport, but it was not until the boom at the end of 2023 that we all closed our eyes to this influence, names that stand out in this aesthetic; Alexandra Saint Mleux, Rebecca Donaldson, Carmen Mundt, Kika Cerqueira Gomes. From high-end designer ensembles to effortlessly chic casual looks, these women have a profound impact on global fashion trends. Their outfits at Grand Prix weekends often become the subject of discussion, influencing their followers and fashion enthusiasts.

Many F1 WAGs have backgrounds in modeling, fashion, or content creation, allowing them to seamlessly merge luxury sportswear with high fashion. Their ability to mix sports culture with refined fashion has elevated them to trendsetters.

Entrepreneurs and Businesswomen

The WAGs of Formula 1 are not just influencers in fashion; many of them are also successful businesswomen. Rather than relying on their partner’s fame, they build their own careers and brands, using their platforms to establish businesses in diverse industries.

For example, Carmen Montero Mundt, the girlfriend of George Russell, has a career in investment and finance, showcasing her business acumen beyond the glamorous F1 lifestyle. Rebecca Donaldson, the girlfriend of Carlos Sainz, a very recognized model that has a brand under its back, others, such as Kika Gomes, the girlfriend of Pierre Gasly, have leveraged their social media influence to collaborate with major brands, launching successful endorsement deals.

The business ventures of these women highlight their intelligence and entrepreneurial spirit, proving that they are more than just spectators in the world of motorsport. They are leaders in their respective fields, redefining the traditional perception of a WAG.

Charisma and Social Influence

The power of social media has transformed the way fans interact with Formula 1, and the WAGs have played a significant role in bridging the gap between the sport and the audience. Their ability to showcase their lifestyles, share personal moments, and engage with fans adds an element of relatability and charm to an otherwise exclusive sport.

Many of these women have built massive followings on Instagram and TikTok, where they share behind-the-scenes glimpses of race weekends, travel, and personal milestones. This online presence not only boosts their personal brands but also adds to the marketability of Formula 1 itself. The rise of ‘soft influence’—where personalities impact trends through lifestyle curation rather than direct advertising—has made these women key figures in digital culture.

And once again is a must this 2025 season, Both fast cars and a tight world championship, it will not go unnoticed by the focus of social media.