Lewis Hamilton’s inaugural co-designed capsule collection for Dior Men is more than just a promotional gimmick.
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When Lewis Hamilton was introduced as Dior’s brand ambassador in July this year, it likely came as no surprise. The multiple Formula 1 record holder—who boasts the highest career wins and world championship titles to date—not only excels on the racetrack but also embraces a stylish persona off it. This season, he has frequently been spotted adorned in Dior Men while competing in the F1 Grand Prix.
Brand ambassadorships are an established concept that effectively works. However, with so many notable figures receiving this title, it’s nearly impossible to track affiliations between personalities and brands. What is uncommon, though, is a brand ambassador who embodies the true essence of what a brand stands for.
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Hamilton appears to elevate his engagement with fashion brands beyond the usual standard. During his collaboration with Tommy Hilfiger, Hamilton co-created four TommyXLewis capsule collections from 2018 to 2020, integrating his distinct style into the American label. Now at Dior Men, he is collaborating on a capsule collection with artistic director Kim Jones.
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“Collaborating with Kim and the talented team at Dior has been a dream, and I felt honored when Kim invited me to work on this project. Our values and visions align, making it seamless to bring to life a creative collection enriched with our shared experiences,” Hamilton shares.
The new Dior Men Lifestyle Capsule collection is not related to Formula 1 or racing—such themes would be too predictable given Hamilton’s diverse interests. Instead, this collection celebrates his passion for skiing and snowboarding, showcasing his enthusiasm for an outdoor winter lifestyle. Beyond motorsports, Hamilton is an adrenaline enthusiast who enjoys extreme sports.
“Our shared love of nature, a commitment to celebrating Africa, and an appreciation for the artisanal methods that connect African craftspeople with the expertise of Dior ateliers converge in this collection. Additionally, it encompasses Lewis’ athletic spirit, his prowess, and our practicality,” Jones remarks.
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In many respects, the Lifestyle Capsule collection is a global endeavor. African-inspired elements are woven into the designs, adding vibrancy alongside technical functionalities (Jones spent part of his early years in African countries). For instance, African textiles from Burkina Faso have been transformed into casual suiting by Dior ateliers, as custom snowboards crafted by Switzerland’s Factory 9 feature Dior branding with graphic African motifs. The collection also includes technical skiwear from Japanese brand Descente, made to endure extreme cold conditions on the slopes. This collaborative expertise ensures that the pieces not only reflect exceptional aesthetics but also uphold Dior’s high standards for functionality.
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Hamilton has taken sustainability further by ensuring it is integral to the collection’s creation. Adopting a plant-based diet since 2017, he stipulated that no animal leather be used in any Lifestyle Capsule pieces. He advocates for conscious material choices as well. The ready-to-wear options, including loose-fit jeans, knitwear, and fleece garments, are composed partly of organic or recycled fabrics. The micro-fiber snow outing shoe, the Dior Snow derby, is ingeniously crafted to function both as casual footwear and performance gear on the slopes—a versatile design.
These new elements enhance the collection while preserving the hallmark of a Kim Jones Dior Men collection. The B44 Blade sneaker is a fresh addition to Jones’ ever-expanding sneaker lineup for Dior Men. Designed with a nostalgic 2000s silhouette, it possesses an undeniably sporty appeal, showcased in sophisticated color gradients. While it’s premature to predict if this design will achieve mainstay status within Dior Men, it certainly resonates with the existing Dior Men aesthetic.
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In a WWD interview, Jones suggests more collaborations are on the horizon. “This is just a preview, and then we will expand into larger collections,” he noted regarding the partnership with Hamilton. As a result, we must await further developments, as this collection signifies a noteworthy shift for a legacy brand like Dior.
This article was originally published on Esquire.Sg.
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