Formula 1’s most fashionable driver, Lewis Hamilton, who previously launched his own clothing line (Plus 44) and collaborated with IWC on luxury watches, has been named a men’s fashion ambassador by Dior. The seven-time F1 champion has co-designed a lifestyle collection with Dior’s creative director, Kim Jones.
Hamilton expressed his excitement, stating, “Working with Kim and the talented team at Dior has been a dream, and I was honored when Kim asked if I’d like to do this with him. Our values and ideas are aligned, making it easy to bring to life a creative collection infused with our shared experiences.”
The inspiration
The capsule collection is inspired by Hamilton’s dynamic world and pays tribute to his African heritage. Hamilton emphasized the importance of conscious choices and boundary-pushing designs, drawing inspiration from African fabrics, natural materials, vibrant colors, and powerful energy. Jones, who has also spent time in Africa, shares Hamilton’s passion for local craftsmanship and the artisanal techniques that connect African craftspeople with Dior’s expertise.
The products
Designed for a winter lifestyle, the collection blends rugged traditional outerwear with Dior’s elegance. It features casual suiting in classic tweeds and African weaves, along with slouchy denim, knits, sweats, and fleeces made from sustainable, organic, and recycled materials. The line includes high-tech skiwear, created in partnership with Japanese ski brand Descente, reflecting Hamilton’s love for snowboarding.
Accessory highlights include POC protective gear, custom snowboards by Factory 9, and classic Dior bags and shoes reimagined for the outdoors. The Dior derby has been adapted for snowy conditions, and the house’s backpack has been recreated in ultra-resilient fabrics.
The collection will be available in boutiques and online from October 17. Coinciding with its release, Hamilton will be competing in the United States GP, likely sporting Dior, as he has previously worn Burberry and Fear of God ensembles on the track.
