Lewis Hamilton goes big with new role as Dior ambassador

Seven-time Formula 1 world champion, pioneer and style icon Lewis Hamilton has been named Dior ambassador for menswear. A passionate and dynamic character, Hamilton embodies the audacity and singularity of the Dior look, a modernity with a timeless signature, constantly reinterpreted by Kim Jones, throughout the seasons.

Photo credit: Courtesy of Dior

In an exciting move that further celebrates self-fulfillment and self-improvement, Dior is delighted to announce that Lewis Hamilton will also be a guest designer alongside Creative Director Kim Jones. Together, they have imagined a lifestyle capsule inspired by Hamilton’s powerful and exhilarating world. This collaboration represents a symbiosis of couture and practicality, masterfully combining outdoor culture with the demands of luxury and functionality. The collection will be available in boutiques and on Dior.com from October 17, 2024.

The new lifestyle capsule, designed by Lewis Hamilton, is a testament to the seamless fusion of diverse inspirations and meticulous craftsmanship. Kim Jones says: “We share a love of nature, a desire to celebrate Africa and an interest in the artisanal processes and techniques that unite African artisans with the savoir-faire of the Dior ateliers. In addition, this collection also reflects Lewis’s sporty side, his virtuosity and our functionality. Overall, the way things came together was very organic and enjoyable!”

Photo credit: Courtesy of Dior

Hamilton, equally excited about the collaboration, says, “Working with Kim and the talented team at Dior has been a dream come true, and I was honored when Kim asked if I wanted to do this with him. Our values ​​and ideas are aligned, making it easy to create a creative collection that is infused with our shared experiences. Focusing on conscious choices and pushing boundaries with each piece, while fusing inspiration from my roots in Africa, drawing from their fabrics and believing in natural materials, as well as vibrant colors and powerful energy, has been inspiring. I hope people around the world will feel good in these clothes that we have so carefully designed.”

The latest Dior Homme capsule collection, co-created by Lewis Hamilton, is an ode to the winter lifestyle, reflecting his sporting and personal life. Centered around skiing and snowboarding, Hamilton engaged in a creative dialogue with Kim Jones and the Dior ateliers to create a unique collection. The collection balances the power and exhilaration of outdoor culture with the finesse and exceptionalism of French and global know-how, pushing the boundaries of performance, excellence and elegance, while emphasizing sustainability.

Photo credit: Kenny Germe

The collection embraces a more voluminous silhouette to encourage movement and relaxed elegance. It features new relaxed suits in Dior’s traditional tweeds, as well as new African weaves, offset by loose-fitting denim, knits, sweatshirts and fleeces, made in part from organic or recycled textiles. This blend of sustainability and technical rigor is evident in the Japanese skiwear, which offers ultimate protection from extreme cold. The garments are designed with a holistic, non-disposable mindset, emphasizing the importance of heritage, both historical and contemporary.

The collection’s accessories echo the fusion of tradition and modernity. From highly technical POC protective gear developed in Sweden to Swiss Factory 9’s custom “neo-artisan” snowboards, the collection blends traditional craftsmanship with contemporary advances. The new B44 Blade silhouette offers a retro, sporty feel, while the Dior Snow derbies are snow-ready, combining casual everyday wear with technical performance. The collection’s bags combine function and decoration, uniting purpose and desire. The new Dior zipped backpack, crafted from ultra-durable fabrics, is designed to invite freedom of movement and expression. All bags are designed to enhance functionality and style, embodying the essence of the collaboration.

Photo credit: Courtesy of Dior

The collaboration between Lewis Hamilton and Dior transcends the boundaries of dream, performance and excellence, showcasing a captivating and inventive dialogue between Hamilton and Kim Jones.

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