Lewis Hamilton has appeared alongside ROSÉ from Blackpink in a new video for RIMOWA, creating a stylish crossover between Formula 1, global music culture and luxury travel.
The Ferrari driver and the Blackpink star feature together in the latest visual project from the premium luggage brand, instantly attracting attention from both Formula 1 fans and K-pop supporters around the world.
For Lewis Hamilton, the collaboration fits naturally into a public image that has long gone far beyond racing. The seven-time Formula 1 world champion has become one of the sport’s most recognizable global figures, not only because of his achievements on track, but also thanks to his strong presence in fashion, music, film and lifestyle culture.
ROSÉ, meanwhile, brings one of the most powerful fanbases in modern pop music to the campaign. As a member of Blackpink, she has built a worldwide profile that extends from music to fashion and luxury branding, making her one of the most influential cultural figures of her generation.
The RIMOWA video therefore brings together two international stars who represent speed, movement, travel and global identity in very different ways. Lewis Hamilton’s career has been built around constant travel across the Formula 1 calendar, while ROSÉ’s life as a global artist is equally shaped by airports, tours, fashion events and major international appearances.
That shared connection with movement and modern luxury makes the collaboration especially fitting for RIMOWA, a brand closely associated with premium travel and high-end design.
For Formula 1 fans, the appearance also highlights once again how Lewis Hamilton continues to expand the reach of the sport beyond traditional motorsport audiences. His presence in campaigns like this helps connect F1 with younger and more diverse global communities, including fashion followers, music fans and lifestyle audiences.
Since joining Ferrari, Lewis Hamilton’s profile has only grown further, with the British driver remaining one of the most marketable athletes in the world. Even away from the circuit, every new project involving Lewis Hamilton tends to generate strong engagement across social media.
The addition of ROSÉ makes this particular video even more powerful from a cultural perspective. The combination of Formula 1 and K-pop immediately creates a broader audience than a traditional sports or luxury campaign, giving the project strong viral potential.
Fans have already begun reacting to the pairing, with many praising the unexpected but elegant combination of Lewis Hamilton’s racing-world influence and ROSÉ’s global music appeal.
In recent years, Formula 1 has increasingly intersected with entertainment, fashion and celebrity culture. Drivers are no longer seen only as athletes competing on race weekends; they are also global personalities whose influence stretches into multiple industries.
Lewis Hamilton has been one of the main figures behind that transformation. His work outside Formula 1 has helped reshape how modern F1 drivers are perceived, especially by audiences who may first discover the sport through culture rather than racing itself.
The RIMOWA video with ROSÉ is another example of that evolution. It is not simply a brand campaign, but a meeting point between two massive fan worlds: the passionate global Formula 1 community and Blackpink’s international fanbase.
For Ferrari supporters, the clip offers another glimpse of Lewis Hamilton’s unique position in modern sport: a driver still chasing success on track while continuing to shape conversations far beyond the paddock.
And judging by the immediate attention surrounding the video, Lewis Hamilton and ROSÉ’s RIMOWA collaboration is likely to remain a major talking point among both F1 fans and K-pop followers.
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