The F1 Champion’s First Campaign Blends Luxury and Eco-Consciousness
Lewis Hamilton, the seven-time Formula 1 world champion, is no stranger to making bold moves both on and off the track. His latest venture? A glamorous foray into high fashion, marking a pivotal moment in his evolving personal brand. The Mercedes driver, known for his longtime collaboration with Tommy Hilfiger, has just appeared in his first campaign as the face of Dior.
This partnership, overseen by Dior’s artistic director Kim Jones, presents Hamilton in a striking new light. The collection, a lifestyle capsule brimming with sleek designs and sustainable materials, underscores Hamilton’s passion for environmental advocacy—a cause close to his heart. Jones, who shares a mutual admiration with Hamilton for African culture, has woven sustainability into the collection, incorporating fabrics sourced from Burkina Faso, one of the fashion-forward moves Hamilton has pushed for.
“The idea behind this collection is to create pieces that not only look great but have a meaningful impact,” Hamilton said in a recent interview. “From snowboarding to skydiving, I’ve always been adventurous. This capsule feels like an extension of that energy, but with a purpose.”
Shot against a dazzling mountain range backdrop, the campaign exudes an adventurous spirit. Hamilton, dressed in oversized knit sweaters and wide-leg trousers, embodies a fusion of sport and elegance. His unique style—often turning heads at Formula 1 events—translates effortlessly into this collection, blurring the line between athlete and fashion icon.
Dior’s decision to collaborate with Hamilton is as strategic as it is fashionable. The French luxury house, owned by parent company LVMH, has been expanding its presence within the Formula 1 ecosystem, with reports hinting that it might soon replace Rolex as the sport’s official timekeeper. Hamilton’s partnership with Dior positions him at the heart of this intersection between racing and high-end fashion.
Hamilton’s shift to Ferrari next season adds another layer of intrigue. Not only will he be racing in the iconic red suit, but he’ll also inherit Ferrari’s fashion affiliations with Giorgio Armani, Ray-Ban, and Richard Mille. As he enters a new era on the track, Hamilton’s venture into luxury fashion promises to redefine what it means to be both a champion and a style icon.
IMAGES: Dior
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