Breaking News: Lewis Hamilton Expands His Horizons Beyond Dior Men

Lewis Hamilton is elevating his collaboration with Dior by co-designing a Lifestyle Capsule collection that honors his love for the outdoors.

It was likely unsurprising when Lewis Hamilton was unveiled as a Dior brand ambassador in July of this year.

The Formula 1 legend, known for holding the record for the most career wins and world championship titles to date, is not only a blur on the racetrack but also quite a fashionable dresser off of it.

Hamilton was frequently seen wearing Dior Men during various F1 Grand Prix events this season.

The concept of a brand ambassador is well-established and legitimate, yet with more high-profile individuals receiving this title, it becomes almost impossible to know which person represents each brand. What remains uncommon, however, is for a brand ambassador to embody the essence of what the brand truly stands for beyond their physical representation.

Hamilton appears to have a knack for taking his collaborations with fashion brands to the next level. Between 2018 and 2020, he partnered with Tommy Hilfiger to produce four TommyXLewis capsule collections, infusing his distinct style into the American brand’s aesthetic. Currently, he’s teaming up on a new capsule collection for Dior Men alongside artistic director Kim Jones.

“Collaborating with Kim and Dior’s talented team has been a dream realized, and I felt truly honored when she invited me to join forces. Our shared values ​​and ideas make it seamless to craft a creative collection infused with our mutual experiences,” says Hamilton.

The new Dior Men Lifestyle Capsule collection isn’t centered around F1 or racing themes, as that would be too predictable. Instead, it reflects Hamilton’s diverse interests and multifaceted personality.

The collection, on the other hand, centers around skiing and snowboarding as a personal tribute to Hamilton’s passion for an outdoor-focused winter lifestyle. As an adrenaline enthusiast, he enjoys extreme sports beyond just motor racing.

“We express our passion for nature, our enthusiasm for celebrating Africa, and the dedication of artisans who bring together African craftsmen with Savoore Fair at Dior Atelier. ‘Moreover, the collection embodies Lewis’s sporty flair, his exceptional skill, and our focus on functionality,’ says Jones.”

In many respects, the lifestyle capsule collection is a global effort. Influences from Africa are woven into the collection (as Jones spent their early years in African countries), adding dynamic energy to address technical challenges.

For instance, African textiles produced in Burkina Faso were crafted using the customary techniques suitable for Dior workshops. Meanwhile, snowboards featuring graphic African designs were created for the SWISS Factory 9 brand.

The technical skiwear from the Japanese sportswear brand Descente is crafted to endure extremely cold conditions on the slopes.

The skill of these diverse “world workshops” guarantees that the pieces are not only exceptional and meet Dior’s high standards, but they are also practical.

Hamilton has advanced further, extending the boundaries of the Dior workshop to ensure that stability is not an afterthought in creating a collection.

Since adopting a plant-based diet in 2017, Hamilton has insisted that no animal skins be used for any items in the lifestyle capsule collection. He emphasized the importance of making more conscious choices regarding materials.

The collection’s ready-to-wear pieces, such as relaxed jeans, knitwear, and fleece items, are partially crafted from organic or recycled materials. The Dior Derby Micro Fever No Wee Shoes were designed to serve as a versatile line of everyday footwear.

These new shots enhance the collection while preserving the essence of Kim Jones’ Dior Men Collection.

The B44 Blade sneaker is the newest addition to Jones’ expanding collection of Dior men’s footwear. This design draws inspiration from 2000s silhouettes, boasting a distinct sporty charm and refined color gradients.

It’s too soon to determine if this model will become a staple for Dior Men, but it certainly aligns with the existing Dior Men collection.

In an interview with WWD, Jones suggested that there’s much more on the horizon. Referring to his collaboration with Hamilton, he stated, “This is just a preview; we’ll be expanding into a larger collection.” He believes this line represents a significant shift for a brand like Dior.