F1 News
Hamilton adds to his portfolio as he signs new deal with luxury brand
Lewis Hamilton often steps into the Formula 1 paddock wearing luxury fashion brands, such as Tommy Hilfiger whom Mercedes have a partnership with. On Monday, the driver announced his new deal with Dior, as he becomes one of their brand ambassadors. He is also colaborating with Kim Jones to design a lifestyle collection with the brand.
On Monday morning, on X, Dior announced that they were welcoming the seven-time world champion as one of their ambassadors. They also shared that in collaboration with him, and Kim Jones, they would be releasing a 'winter ready lifestyle capsule'. Hamilton retweeted and captioned the post saying "Been working on this one for a while, can't wait to show more."
Been working on this one for a while, can’t wait to show more ~ https://t.co/P8eHIDuiea
— Lewis Hamilton (@LewisHamilton) July 15, 2024
How did the Hamilton and Dior partnership happen?
In an exclusive with Women's Wear Daily, it was revealed that the Mercedes driver and Jones have developed a skiwear collection using sustainable materials, and it is inspired by Africa. Hamilton met Jones backstage at Paris fashion week in 2016, which he regularly attends annually. Hamilton told Women's Wear Daily that sustainability is a key feature of this collaboration: "Making it sustainable was key. When you’ve got a big house like Dior pushing that technology as well, hopefully, the goal is always to encourage all the other brands to want to start doing the same, because so many just are not conscious."
Across race weekends, Hamilton often appears in the paddock in fashionable outfits. In the exclusive, he said: "I think about me as an 8-year-old, watching the TV. They’ll be asking their parents, ‘Why is Lewis wearing that?’ And it starts a conversation at the table, whether it’s comfortable or not.” He added: "Fashion had no place in the sport. So then as I started testing the waters, it was really risky each time, because every time I did it, people wrote negatively. Bit by bit, people were like, ‘Oh, actually, he can turn out looking like this, and also it’s obviously having a positive impact on his racing.’ And then others started to come out of their shell, so it’s been really exciting to see these other drivers now being more expressive,” the Mercedes driver concluded.