In a world where everyone is curating their highlight reel for likes and attention, standing out doesn’t mean being loud. In this new age where everything is online, now, more than ever, your personal brand is your currency. For Alexandra Saint-Mleux, the 22-year-old girlfriend of Ferrari Formula One star Charles Leclerc, personal brand speaks volumes without flashy captions or viral moments but rather with quiet elegance, style and presence.Â
Personal branding is more than just having a perfectly curated Instagram feed or a catchy tagline. It’s your reputation, the way people remember you. According to Catherine Cote from the Harvard Business School, personal branding is the “intentional, strategic practice of defining and expressing your value.” It’s how you can set yourself apart from the rest, whether it’s on social media or in your career. Keeping a clean personal brand that feels authentic to who you are can help “attract projects, promotions, and job opportunities that correspond to your skills” and “connect you to people with common personal and professional interests.”
In the fast-paced world of Formula One, standing out isn’t easy. Individually, it’s easy to get overshadowed by the roar of the engines and the drama on track. However, at the center of the sport are the drivers, and alongside them are the WAGs, who are the wives and girlfriends of professional athletes. In recent years, they have become mini-celebrities in their own right, building large followings, attaining brand deals and influencing both fashion and culture from beyond the sports bubble.Â
Currently known as the “Paddock-It Girl,” Alexandra Saint-Mleux is a recent art history graduate living in Monaco. She has a passion for art, as shown on her separate art-related Instagram page. Until June 2024, Saint-Mleux’s primary Instagram account was private, and her current relationship with Leclerc is kept private but not secret. Though their romance isn’t hidden, it’s refreshingly discreet in an age where oversharing is the norm. The couple was first seen together at Wimbledon in July 2023 and are rumored to have gotten together in early 2023. You won’t see Charles Leclerc featured on her Instagram feed often. Instead, Alexandra’s posts, which can only be compared to a Pinterest Board, reflect her personal tastes, such as art, fashion, travel and sweet moments with their dog, Leo.
Saint-Mleux is most known at the paddock for her understated elegance, effortless fashion choices and quiet charm. She has become a style muse for Gen Z and an ambassador for brands like Rhode and, recently, Nina Ricci. Meanwhile, her wardrobe during a race weekend gets plenty of attention. Her recent outfits at the Chinese Grand Prix have turned heads when she showed up to the paddock in the Hong Kong-based label Sau Lee.
She is fashion-forward but never flashy, consistent but never overexposed. That’s the power of soft branding: influence without the added noise. Alexandra Saint-Mleux proves it’s possible to gather a following by just being yourself. Her personal brand is simple. She shows her life in her passions and the simple joy of spending time with her dog.Â
In many ways, Alexandra Saint-Mleux is redefining what building a personal brand in 2025 means. It’s no longer about constant output or manufactured relatability. Instead, it’s about energy and authenticity. Her approach to personal branding feels refreshing because it doesn’t rely on drama or following the latest trends. One of her most famous TikToks is a simple outfit check as she’s preparing for an event. She’s subtle, elegant and intentional. In a world full of noise, she proves that you don’t need to shout to be heard. Sometimes, just being real is the loudest thing you can do.Â