F1 Academy managing director Susie Wolff has championed the partnerships with the likes of Hello Kitty and Wella for breaking down preconceptions that female racing drivers cannot be feminine.
Growing up as one of very few female racing drivers, Wolff has often spoken about the assumptions those around her had at the time. "I just wanted to be seen as a racer, but at the time there was also this idea that any girl in racing was a tomboy. I wasn’t that and it was very hard navigating," she told The Guardian.
