Lewis Hamilton once again makes an appearance in the world of luxury fashion. Earlier this year, the seven-time Formula 1 world champion became an ambassador for Dior, and he has now appeared in his first campaign for the French fashion house. Designed by Kim Jones in collaboration with the seven-time world champion, this offers a first look at his new era in high-end fashion. All of this is likely in preparation for his upcoming move to the Maranello team. A move that marks a significant change not only in his racing career but also for his personal brand.
There, Lewis Hamilton will inherit Ferrari’s partnerships with Giorgio Armani, Ray-Ban, and Richard Mille when he dons the iconic red suit next season. It’s also worth noting that the Italian team has its own fashion line, Ferrari Style, although in the past, the team’s drivers were not heavily involved. It remains to be seen whether some sponsors will shift their support to the veteran Formula 1 driver when he joins the Scuderia.
A representation of his passions
Rather than drawing inspiration from the F1 pit lane, photographer Rafael Pavarotti, in this new Dior campaign, highlights another of Lewis Hamilton’s high-speed passions. “I started snowboarding when I was twenty-three—quite late, really—but I go every year without exception,” the Mercedes driver told WWD during the weekend. He emphasized how much he also enjoys skydiving and surfing. The recently created capsule collection, inspired by skiing, was made with 80% sustainable materials and without the use of animal leather, at Hamilton’s request. “We want to make sure it has an impact,” the British driver emphasized multiple times.
Photographed against the backdrop of a bright blue mountain range, the collection includes wide-leg pants, wool sweaters, and oversized jackets. This silhouette is no stranger to Lewis Hamilton, whose bold sartorial choices have often turned his paddock entrances into a runway. Recently, it’s worth noting the fully Dior outfits he wore in Austria, Hungary, and Baku. Another point to add is the increased presence of Dior’s parent company, LVMH, in F1 in recent months. According to some reports, the $389 billion conglomerate is in advanced talks to replace Rolex as the official timekeeper of the sport. Given Lewis Hamilton’s existing relationship with Tommy Hilfiger, could this new collaboration interfere?
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