The America’s Cup has been linked to major fashion houses and national pride since the first regatta in 1851. During that pioneering edition, 15 yachts from the Royal Yacht Squadron competed against a single opponent, the Schooner ‘America’ of the New York Yacht Club. ‘America’ won and the trophy has since become its namesake. With the arrival of the new millennium, the constant technological evolution of boats and clothing has turned the America’s Cup into one of the most competitive, avant-garde and coolest competitions in the world.

This year the exciting race will set sail in late August from the port of Barcelona, where we were lucky enough to speak with Quentin Delapierre, skipper of the Orient Express Racing Team, supported by K-Way. In a few days you will be able to enjoy his testimony; for now, let’s retrace the history of this magical event, its symbols and its eternal connection with the fashion universe.

THERE IS NO SECOND

The origins of the America’s Cup are synonymous with a phrase said to none other than Queen Victoria. “There is no second.” Where the allure of sailing is in synergy with the most advanced technology and the most functional style, everything has always tended toward success and the legendary ‘Auld Mug’ trophy.

The best minds and most inspired visionaries on the globe never ceased to be attracted by the beauty of waves, wind and sails, developing, edition after edition, creations that, on the one hand, revolutionized sailing and, on the other, managed to combine aesthetics, safety and performances. The outcome of this multidimensional process is a cyclical F1 circus applied to sea currents, as well as to their catwalks and details, which we can identify through some iconic relationships.

LV X AMERICA’S CUP

The romantic history of Louis Vuitton and the America’s Cup began in 1983, when the maison first sponsored the challengers trophy. That regatta captured attention through grainy televisions and print newspapers, and was one of the first, historic LV sports partnerships. In addition to its support over the decades, Louis Vuitton has also become the home of the ‘Auld Mug’ trophy. Its customized travel case, in fact, has long protected the America’s Cup symbol. In Barcelona LV will also return as the race’s main sponsor and has unveiled a special capsule collection for the occasion.

THE PRADA LUNA ROSSA FASHION REGATTA

A defining moment in the sailwear-luxury connection was Luna Rossa’s legendary victory at the Louis Vuitton Cup in 2000. The team’s collection, first presented in 1997, blended elegance and cutting-edge materials, creating a futuristic allure painted by durable, monochromatic, heat-sealed garments. This year, Luna Rossa Prada Pirelli’s crew will wear silver-gray suits made in collaboration with Woolmark and matched with the colors of the AC75, recently celebrated by Miuccia Prada. Also noteworthy in this historic relationship is the famous sailing advertisement directed by Johan Renck, starring Jake Gyllenhaal, dedicated to the Prada Luna Rossa Ocean perfume, and the related short docu. More pieces of a constantly evolving mosaic.

ROUTES AND NATIONAL IDENTITIES

The eternal challenge of the America’s Cup also rhymes with the national pride of each Team. From Italy to New Zealand. Australia to France. The hunt for the ‘Auld Mug’ trophy is driven by the desire to excel in contemporary sailing, and to prove each country’s nautical state of the art. We have already mentioned the Italian connection between Prada and Luna Rossa, another chapter of this kind of relationship is the French one between K-Way and Team Orient Express Racing. In fact, the famous French brand has created a bond with the journey of its compatriot Team, dressing its crew and introducing a special collection for the upcoming America’s Cup. The communion between K-Way and the sailing universe is not limited to the America’s Cup, as evidenced by the partnership with ocean navigator Ambrogio Beccaria, which we described in the 4 chapters of the documentary ‘How Far You Can Go’. You can find out the docu at these links: chapter 1, chapter 2, chapter 3, chapter 4.

SECONDS ONLY COUNT ON THE WRIST

Time and watches play a key role in the America’s Cup. And the big brands in this field have always linked their image to this event. Omega, for example, is the official timekeeper of the 2024 edition, and supports Emirates Team New Zealand. Tudor does the same with Alinghi Red Bull Racing, the Swiss challenger that won in 2003 and 2007. Italian manufacturer Panerai sponsors Luna Rossa Prada Pirelli, elevating this national synergy with a collection of watches inspired by the team. But these are just a few landmarks in a much broader spectrum that defines each regatta the complex checkerboard of America’s Cup collaborations ramified on various levels.

The same levels that we will explore and analyze in a few days, in the perfect symphony of speed and style set in Barcelona, where the 37th edition of the America’s Cup will unveil us new inspired chapter of stylistic technology and technological style.