Fashion has become a signature for Formula One legend Lewis Hamilton – with his bold personal style raising him to the status of creative and cultural tastemaker. In 2021, Lewis Hamilton hosted a table at the Met Gala for emerging Black designers, showcasing his approach to fashion as indistinguishable from his role as an activist, focused on inclusivity and representation from the racing track to the seats of sartorial power. Whether in the front row at fashion week or on the red carpet, Hamilton is one of those few celebrities who truly understands the innate power of fashion; supporting emerging designers, and using clothing as means to express his solidarity. Now, long-time friend and creative director of Dior, Kim Jones, has appointed Hamilton as a brand ambassador for the house’s Menswear division – with a twist. 

Guest-designing a full lifestyle capsule collection for Dior, Hamilton has drawn on his personal passions like skiing and his African heritage, to formulate pieces that reflect  his own personal style in synthesis with the codes of Jones’ Dior; the latter being a contemporary vision of luxury menswear. Hamilton noted that the collection “focuses on conscious choices and pushing boundaries with each piece, while merging inspiration from my roots in Africa—drawing from their fabrics and belief in natural materials, as well as vibrant colours and powerful energy—has been so inspiring. I hope people everywhere feel good in these garments we designed so carefully.”⁠ 

The collection is composed of pieces suited for the colder seasons in the northern hemisphere; set to release in October, and is punctuated by technicolour, shearling jerseys, puffy ski jackets, slouchy pants – alongside Hamilton’s own suite of custom sneakers for the brand. Shared by Dior Men’s Lead Footwear Designer Thibo Denis, “the “Snow Sneaker” is designed with a chunky, monochrome look inspired by skiwear, while the “B44 Blade LH” features Hamilton’s initials and his famous number 44.” 

Lewis Hamilton’s guest designed capsule collection for Dior, image via @highsnobiety

Lewis Hamilton’s involvement in this ambassadorship role at a design-level, marks a new era of collaboration between style icons and brands; showcasing a shift from traditional endorsement roles to a more immersive involvement, where celebrities bring their unique perspectives and creative input to shape the flow of their relationship with their affiliation. Lewis Hamilton is an unequivocal style icon – and we’re here for it. 

Lewis Hamilton’s Dior lifestyle capsule arrives in-store and online on October 17 2024.

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