Ayrton Senna's style leads the Senna brand into fashion and lifestyle

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New collaborations connect fashion and motorsport to reach new audiences: five in 10 Americans who know the three-time Formula One world champion also see him as a fashion inspiration

SAO PAULO, Oct. 16, 2026 /PRNewswire/ -- Senna, the brand that represents the values of three-time Formula One world champion Ayrton Senna, is expanding into fashion and lifestyle. This month it launched its first global collection with Zara, one of the world's largest fashion retailers. The collection is available at Zara.com and in 200 selected stores worldwide. The brand will also release custom sneakers with Chummy's Customs and new official collections at SennaShop.com, including a collaboration with Classic Team Lotus.

The move follows a shift in how people relate to Senna today. Five in 10 Americans who know Senna see him as a fashion inspiration, according to a survey conducted by Senna Brands in the United States. Many of them never saw him race.

"A lot of people meet Ayrton today through a TV series, a photograph, a jacket, and not on a racetrack," said Bianca Senna, global CEO of Senna Brands. "Fashion lets us meet them where they already are, with products that carry what he stood for: overcoming limits, excellence and constant evolution."

Ayrton Senna won 41 races and three world championships in Formula One, the top tier of international motor racing. Off the track, his style was simple and consistent: jeans, polo shirts, a leather jacket. The Zara collection draws on one of his best-known images, in which he wears jeans and '90s sunglasses, has a jacket over his shoulder and carries a briefcase, with a plane behind him.

The 17-piece collection includes a minimalist black leather jacket inspired by one he wore, a Prince of Wales check blazer, the polo shirts associated with his public image and racing jackets carrying the Senna logo.

Later this year, the brand will release a collaboration with Chummy's Customs, a studio that hand-customizes sneakers. The limited editions, of 500 pairs, carry references to Senna's career. At SennaShop.com, a new collection made in official partnership with Classic Team Lotus, the team Senna drove for in Formula One from 1985 to 1987, features design elements from its iconic cars.

Senna is present in more than 70 countries, and the new launches join a partner portfolio that includes TAG Heuer, McLaren, Ducati and recent launches with LEGO and Sea-Doo. In Brazil, the brand also works with Asics and New Era Cap. More collaborations will be announced in 2027, taking Ayrton Senna's name from the starting grid to the streets.

"Fashion is looking back at the '90s, and Formula One has a new generation of fans. Ayrton sits right where those two meet," said Bianca Senna. "He never dressed to make a statement, and that is exactly why his style still works."

About Senna brand

Senna is a global brand that connects the legacy and values of three-time Formula 1 World Champion Ayrton Senna to audiences around the world, inspiring generations to become the best version of themselves. Founded in 1990, the brand today spans more than 60 partners with a direct presence in over 70 countries through licensed products and strategic collaborations. Brand royalties help fund Instituto Ayrton Senna, supporting public education in Brazil for over 30 years.

SOURCE Senna Brands

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<p>New collaborations connect fashion and motorsport to reach new audiences: five in 10 Americans who know the three-time Formula One world champion also see him as a fashion inspiration SAO PAULO, Oct. 16, 2026 /PRNewswire/ -- Senna, the brand that represents the values of three-time...</p>

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