POLE POSITION: Dior on Monday unveiled the first campaign images for its lifestyle capsule collection guest designed by Lewis Hamilton.
It marks the British driver’s debut appearance in a Dior campaign, following the announcement in July that he was not only joining the ranks of the house’s ambassadors, but also collaborating with Kim Jones, artistic director of menswear, on the clothing range.
Rather than referencing his closely watched pit walks, the images shot by Rafael Pavarotti highlight another of Hamilton’s passions: snowboarding.
“I started snowboarding when I was 23 — quite late, really — but I go every year without fail,” Hamilton told WWD, adding that he also enjoys skydiving and surfing.
He poses against a screen displaying a vibrant blue mountain range in items including wide-leg pants worn with oversize shirts, or a red-and-pink ski jacket. Other looks include denim, knitwear and a sweatshirt, made from 80 percent sustainable materials and incorporating African-inspired motifs.
The seven-time world champion, known as the most stylish racer in Formula 1, touts accessories including the Dior8 backpack and Rider 2.0 messenger bag. Footwear includes blue B33 sneakers with pink laces, and the retro-futuristic B44 Blade style, which will retail for 1,200 euros, in an orange gradient colorway.
Lewis Hamilton in the Dior campaign.
Rafael Pavarotti/Courtesy of Dior
Hamilton and Jones, who grew up in Africa, bonded over their love of the continent and commitment to sustainability.
“Some of the fabrics were made in Burkina Faso. We’re working with someone who’s helping us source sustainable fabrics throughout the continent and really looking at what we can do to help get the next generation of people educated to be able to come work in a studio like this,” Jones said.
“We want to make sure it has impact,” Hamilton added. The driver, who has long followed a plant-based diet, also requested that no animal leather be used.
The line is made for an active lifestyle, with pants in fabrics ranging from denim to tweed; knits, sweatshirts and fleece tops made partly in organic or recycled textiles, and technical clothing by Japanese ski apparel-maker Descente, which has collaborated with Dior since the luxury brand launched its ski capsule in 2020.
The campaign will break on Oct. 14, ahead of the collection arriving in Dior boutiques and online on Oct. 17. It was art-directed by Ronnie Cooke Newhouse and styled by Melanie Ward, alongside Hamilton’s creative consultant Eric McNeal. The driver was groomed by Yuko Fredriksson.
The partnership comes as the seven-time world champion is poised to switch teams to Ferrari in 2025 after 12 seasons with Mercedes.
According to media reports, Dior parent company LVMH Moët Hennessy Louis Vuitton is in late-stage talks to become a major sponsor of the motor-racing competition, though the luxury group has so far declined to comment.
Lewis Hamilton in the Dior campaign.
Rafael Pavarotti/Courtesy of Dior
