LONDON — Every art gallery on New Bond Street held a cocktail reception on Thursday evening as part of the Frieze London art fair, but none made as much noise as Dior, where the brand’s London flagship store was jam packed with guests waiting to see the lifestyle capsule collection guest designed by Lewis Hamilton.
The British Formula 1 legend had fans waiting outside and inside as Kim Jones, artistic director of menswear, welcomed him in.
The colorful line was dotted around the Dior store, with a majority of the pieces being showcased on the men’s floor on the lower ground floor.
Lewis Hamilton at Dior’s New Bond Street store.
Max Cisotti/Dave Benett/Getty Im
“I started snowboarding in my early 20s and I was hooked immediately. I love to get that adrenaline rush from pushing myself to the limits, and snowboarding is an extension of my racing in that way, but I also love how it’s an opportunity to get into the mountains and immerse yourself with nature,” Hamilton told WWD, adding that his favorite activity is to snowboard with his friends and family.
The racing champion and Dior brand ambassador said what was special about the collection was bonding with Jones about their shared love of Africa and bringing in elements into the design.
“One of my favorite pieces is a blue hoodie with a kind of tribal pattern inspired by the Nigerian region and we also created beautiful jewelry in the shape of cowrie shells – which hold significant cultural meaning in Africa. It’s those special touches that really make each piece impactful and I hope people feel the same way I do when they wear them,” said Hamilton.
Honey Dijon at Dior’s New Bond Street store.
Courtesy of Dior
Jones added that the collection was more than just a fashion statement, but is one that took technical ski and snowboard into consideration and favored functionality too.
The British designer explained that the collection started off with contemplating a mood and a color palette before diving into shapes, volumes and fabrics.
“Then we try on a lot of clothes – that’s how we get a literal feel for things. From this first impulse of the collection, sketches are created and worked into shapes. Everything is shared in a very open and collaborative way between the teams – including Lewis,” said Jones, explaining that he prefers designing winter collections because as a designer he has more to play with, especially in the codes of menswear.
Baptiste Giabiconi at Dior’s New Bond Street store.
Hamilton, who is known as the most stylish racer in Formula 1, said he’s often met with difficulties when shopping for ski or snowboarding gear. He made it his goal for the collection to be “practical” and one that “also looks great.”
His checklist for when he goes into the mountains includes a warm coat, which is the number one essential for him, followed by a sweater underneath, a backpack, helmet and goggles.
“Some of my favorite looks are the ones you can wear in the mountains or in the city, like the quilted fleece jackets or the puffer coats,” Hamilton added.
Luckily for anyone living in Britain and experiencing four-seasons-in-a-day weather, the capsule collection can be worn from commute to desk to dinner.
