Influencers Face Backlash for Prioritising Fashion Over F1 Racing at Australian Grand Prix
Social media influencers attending the Australian Grand Prix in Melbourne over the weekend have been heavily criticised for treating the premier sporting event as little more than a fashion parade, with eyewitnesses confirming they paid scant attention to the high-speed action unfolding on the track.
VIP Areas Used as Content Studios
According to reports from the Daily Mail, numerous influencers were observed exploiting their VIP access not to watch the races, but to film endless videos of their outfits and create curated content for their social media platforms. Eyewitnesses stated that these individuals spent more time sipping champagne in exclusive lounges and crafting posts than engaging with the motorsport spectacle happening mere metres away.
"They spent more time creating content and sipping champagne in the lounge despite premium access to the track metres away," one source revealed. "Some were taking selfies with their backs to the track during the start of races and proceeded to curate content right afterwards instead of watching a moment of the cars going around the track."
Specific Influencers Called Out
One prominent example involved popular TikTok personality Sopha Dopha, who uploaded a video showcasing herself and fellow influencers Jacquie Alexander and Suzan Mutesi enjoying the VIP perks of the event. The clip, which featured Dopha and Alexander flaunting their "trackside fits" while strutting down a corridor, drew immediate ire from followers.
"Send an actual F1 content creator," one commenter demanded, while another wrote, "And wouldn't know anything about F1. Get free tickets just for the fame to walk around." Dopha herself acknowledged the criticism, captioning a clip with a disgruntled fan's remark: "It's the F1, not a fashion show." She defiantly responded, "It can be both."
Widespread Disapproval from Followers
The backlash was not isolated. Model and YouTuber Jessie Norbury also faced scrutiny after sharing an Instagram montage of the outfits she planned to wear throughout the Grand Prix weekend. The post received a lukewarm reception, with one follower commenting, "And this is how F1 is getting ruined," and another adding sarcastically, "Who cares? Omg, I love myself."
Further criticism was directed at another trackside post from Dopha, with a follower insisting, "Send someone who actually follows F1." A supporter of this view added, "Treating every day like a fashion show is what got u here hun."
Broader Context of Event Controversy
This influencer outrage follows recent revelations about the exclusive Glamour On the Grid launch party for the Formula 1 Australian Grand Prix, held at Melbourne's Albert Park. The high-fashion event, which attracted a host of A-listers, saw its guest list dramatically cut from 800 to 500 by Australian Grand Prix Corporation CEO Travis Auld, leaving many would-be attendees disappointed.
Celebrity publicist Max Markson, who has organised events for figures like Nelson Mandela and Bill Clinton, labelled the guest list reduction a significant faux pas. "It's embarrassing to cut a guest list in half," he told the Herald Sun. "It's super difficult to do because you end up p***ing off half the city, and some very influential people."
Markson suggested that organisers should have booked a larger venue to avoid such embarrassment. He also criticised the trend of populating guest lists with social media influencers, stating, "When I do events, I want powerful people there. People with money and influence. That's more important than social media."
The incident highlights growing tensions between traditional event values and the modern influencer economy, raising questions about authenticity and priorities at major sporting spectacles.
