Australian motorsports legend Daniel Ricciardo has always cut an impressive figure, but his latest venture takes things in an entirely new direction. In this one-off chat with auto journalist Ben McKimm, the Honey Badger discusses the unique origin, evolution and acerlation of his new lifestyle brand Enchanté.
We’ve seen motorsport and fashion collaborations before, but when one of the most recognisable faces in sports turns its focus to building an apparel and lifestyle brand, it captures our attention differently. With the launch of his brand, Enchanté by Daniel Ricciardo, the eight-time Formula 1 Grand Prix winner and motorsports icon is disrupting the lifestyle, fashion, and motorsports world.
If Australian icon Daniel Ricciardo wanted to get into fashion, he could have easily partnered with a well-known brand, curated a few pieces, put an ‘x’ in the middle, and called it a day. However, that’s not in the spirit of creativity, which Ricciardo says he fostered naturally while racing. Enchanté is an outlet to express his personality, and with an eagle-like oversight on the design, materials, and fit, he’s creating high-end clothing in the process.
Through our chat, Ricciardo tells me he wants to bring a unique style to racing-inspired apparel. Something that could be worn away from the track, to a concert, or dinner. He’s done just that, turning a creative outlet he built while racing into something people can wear to reflect their personality and interests. In a world of collaborations, Daniel Ricciardo is doing things his way.
MoM: What does the brand name ‘Enchanté’ represent to you, and how does it embody your personal style?
“Enchanté was a creative outlet for me, alongside racing. Racing was always the priority, but I was fascinated by the idea of having different outlets to express some of my personality and creativity, and ultimately other passions outside of racing. To me, Enchanté is bringing a bit of charm and personality wherever you go.”
MoM: How has your approach to designing Enchanté evolved since launch, and what influences your creative direction?
“A lot of my inspiration comes from my travels. I am always curious as to what other people are wearing. I’ve built an understanding of how people express themselves through fashion and what influences them.”
“Enchanté has always been influenced by my personal feelings and finding what feels right. I have my own interests and style, and I spend most of my time focusing on the design, materials, and fit because that’s what makes each piece feel special.”
MoM: How do you want people to feel when they wear Enchanté, and what message do you hope to send through your designs?
I want people to wear what they like. Clothing is all about expressing who you are and wearing what you feel most comfortable in. If you’re into bright, bold colours, then choose those Enchanté pieces. Style should be something you’re proud of, something that speaks to you.
MoM: The motorsport world has embraced high fashion, with drivers stepping into streetwear and luxury collaborations—how do you see Enchanté fitting into that culture?
“There wasn’t really a driver or motorsport brand doing what we were doing. People are diving more into that world now, and it’s cool to see, but at the time, I was bringing a unique style to racing apparel that could be worn away from the track. I wanted to create something you could wear at a concert or out to dinner.”
“There are tons of amazing brands that myself and others have worn into the paddock, and if other drivers decide they want to wear Enchanté for their walk-in, then that’s great. I wouldn’t want to force anything. It’s all about what feels natural.”
MoM: If you could see any celebrity or athlete repping Enchanté, who would it be and why?
“It would have to be my BFF, Josh Allen. He has worn Enchanté a bunch of times, and I get my kicks out of that. It makes me proud to see people I look up to wearing it.”
“Seeing someone walking on the street wearing Enchanté is still hard for me to believe and takes me by surprise. It’s always exciting.”
MoM: Enchanté has built a strong following internationally—why is now the right time to pop-up in Australia?
“Australia will always be my home. Bringing Enchanté to Australia has been a goal of mine since the beginning. We’ve been working on this plan to be in Melbourne for the GP for over a year now, and we are pumped to give the Aussies a chance to enjoy it. There’s something special about being able to bring the brand back to the people who have supported me from the beginning.”
MoM: What makes this Chapel Street pop-up different from previous Enchanté events, and how do you want fans to experience the brand in person?
“Our Enchanté pop-ups have all been very different, but also the same in many ways. The community of people that come together during these events have been so warm and full of energy. It’s been really cool to see. In a lot of ways, that community has fueled us to keep doing more of these activations. Grand Prix weekend is always a big one in Melbourne, so I would imagine there will be a buzz around the city, making for a great week at the pop-up!”
MoM: Beyond clothing, do you see Enchanté expanding into other lifestyle sectors like footwear, eyewear, or even collaborations with high-end designers?
“The vision for the brand and the business… honestly, it’s just to keep having fun. You know, I think if we’re able to keep enjoying what we’re doing, to still be excited about designs and collections, and to just see the product improve and grow, then that’s all you can ask for.”
