During Montreal’s most electric weekend of the year, Toronto-based Julianne Costigan Personal Branding studio COSTIGAN collaborated with Mercedes-Benz to take over a suite at the Ritz-Carlton Hotel to offer her expertise during the Canadian Grand Prix. The suite was complete with a VIP concierge service, featuring dedicated stylists who guided guests through a curated edit of clothing and accessories tailored for the F1 weekend, whether you’re heading out to the cities soirees or supporting the Silver Arrows in style at the track. Complimentary hair and makeup touch-ups were offered alongside champagne and light bites, accompanied by an extra refresh from VOSS water and mini-facials from Spa St. James. With both Mercedes-AMG PETRONAS F1 drivers securing spots on the podium, George Russell taking the win and Kimi Antonelli securing an impressive P3, the weekend ended with the thrill of victory. The charged atmosphere gave guests even more reason to dress up, raise a glass, and celebrate these standout performances.

Here Costigan shares how her partnership with Mercedes-Benz came to be, the brands offered at this year’s styling suite, and the relationship between fashion and automotive.

What inspired the Mercedes-Benz Styling Suite?

“The idea for the Mercedes-Benz Styling Suite was sparked by a trip I took to Los Angeles this past December. I attended an exclusive event and stayed at a luxury hotel that featured a beautifully curated boutique on the main level. It became the heartbeat of the weekend – every woman gravitated toward it, not only for the pieces but for the energy. It offered style, community, and inspiration all in one place. That boutique became just as memorable as the celebrity birthday we were celebrating. I knew I wanted to recreate that magic at F1 in Montreal – with a Mercedes-Benz touch and a focus on helping women feel seen, styled, and celebrated.”

What has it been like creating a fashion experience for women at this event?

“It’s been incredibly rewarding to create an experience designed specifically with women in mind in partnership with Mercedes-Benz, especially in an environment that’s historically catered to men. With COSTIGAN, we’ve always championed the idea that style can be a strategic tool to help women step into their presence. The Grand Prix is a global intersection of luxury, sport, and design, so to bring a fashion-forward experience to that stage feels both exciting and overdue.”

Can you walk us Can you walk us through the creative process behind curating pieces for the Grand Prix Styling Suite?

“Our goal was to create a space that feels like a hidden gem – something you stumble upon and instantly feel lucky to be part of. It’s more than styling or touch-ups; it’s an immersive experience. We wanted it to feel exclusive, personal, and full of discovery. It’s about the conversations, the connections, and the feeling that you’re part of something special, something not everyone gets to see.”

Which fashion brands did you include in the suite?

“We’ve partnered with three exceptional fashion brands that reflect our philosophy of style as strategy. The first one is Veronica Beard, a staple among our clients. Their pieces transition seamlessly from trackside to evening events, combining comfort, colour, and impeccable tailoring. They design for real women who do it all, exactly the kind of woman attending the Grand Prix weekend. On the accessory side, we have Zero Collective, a luxury designer handbag rental company that launched last September, carrying brands such as CHANEL, Celine, Prada, and Saint Laurent. To round out the experience, one-of-a-kind vintage jewellery by Carole Tanenbaum Vintage Collection offers guests pieces that are stories, collectible, and timeless. I love that jewellery can mark a moment and be passed down for generations. The best trackside looks contrast the technical edge of PETRONAS racing merch with elevated fashion pieces. My favourite outfit of the weekend? A pair of silk Veronica Beard pants, a crisp white PETRONAS polo, a white CHANEL bag from Zero Collective, and a bold Carole Tanenbaum cuff—effortlessly cool, unexpected, and uniquely personal.”

How about beauty?

“We’re thrilled to be partnering with NARS, which has been a go-to for me for years. Their products are bold, elegant, and high-performance, just like the women we work with. As a global beauty leader, their innovation and artistry mirror the international energy and boundary-pushing spirit of the Grand Prix. Shark Beauty is the other brand, they bring breakthrough technology to hair styling, delivering pro-level results at home. With the Grand Prix as a stage for cutting-edge innovation, partnering with a beauty brand that shares that mindset was a natural fit. Their presence elevates both the look and the experience. We only align with brands that we trust and personally use, which ensures our clients always feel their best.”

How did your partnership with Mercedes-Benz begin?

“Our partnership began in 2021 when Mercedes-Benz discovered our Portraits with Impact experience – a personal branding session we host to help women define and express their professional presence through photography and styling. Our values were clearly aligned, and they invited us to bring the experience to their own community. Since then, the relationship has only deepened. Today, Mercedes-Benz provides luxury car service for all our clients, extending their commitment to quality, excellence, and elevated experiences far beyond a single event. It’s been an ongoing and incredibly fulfilling partnership rooted in shared purpose.”

Where do you hope to see your partnership evolve in the future?

“We’d love to keep building lifestyle experiences that help women feel more connected to who they are – and how they present themselves to the world. Whether it’s through travel, fashion, or performance, we see tremendous opportunity to continue creating spaces where women can refine, express, and own their personal brand in ways that are both aspirational and grounded.”

What is the one staple you think everyone needs for Grand Prix weekend?

“A perfectly tailored Veronica Beard blazer is a must. It instantly elevates any look and transitions effortlessly from day to night. Alternatively, a Carole Tanenbaum vintage jewellery piece – something unique and lasting – is a beautiful way to commemorate a weekend like this. Jewellery carries stories, and I love that it fits forever.”

How do you think fashion and automotive design intersect, especially in the context of luxury?

“Fashion and automotive design have more in common than people think – both are about form meeting function, with every detail designed to make an impact. They tell a story before you ever say a word. At COSTIGAN, we often talk about how style shapes first impressions, and cars do the same. When the two come together, they create experiences that are as empowering as they are memorable.”

What are you most excited about during Grand Prix weekend?

“I’ve followed F1 for years, but this will be my first time experiencing a race in person – so it’s a full-circle, bucket-list moment both personally and professionally. At COSTIGAN, one of our core values is the pursuit of meaningful experiences, and I’m most excited to connect with women who share a love for style, performance, and the details that make a moment unforgettable. To be here, creating something through the lens of our brand, feels incredibly special.”