DIOR has unveiled its first campaign with Lewis Hamilton, marking the British driver’s first appearance in a DIOR campaign. This collaboration not only highlights Hamilton’s status as a style icon, but also his commitment to sustainability and African culture. Shot by Rafael Pavarotti, the images show Hamilton’s passion for snowboarding rather than his well-known pit walks.
Known as the most stylish driver in Formula 1, Lewis Hamilton is seen posing in front of a vibrant blue mountain range. He models wide-legged trousers paired with oversized shirts and a red and pink ski jacket. The collection also includes denim, knitwear and a sweatshirt, all made from 80 percent sustainable materials and featuring African-inspired motifs.
Accessories such as the Dior8 backpack and Rider 2.0 messenger bag are prominently featured. Footwear includes the blue B33 sneaker with pink laces and the retro-futuristic B44 Blade style, priced at 1,200 euros in an orange gradient colorway.
Lewis Hamilton and Kim Jones, DIOR’s artistic director of menswear, share a love of Africa and a 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,” says Jones.
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Lewis Hamilton, who follows a plant-based diet, made sure no animal leather was used in the collection. “We want to make sure it has an impact,” Hamilton added. The line is designed for an active lifestyle and includes pants in a variety of fabrics, knits, sweatshirts and technical clothing from Japanese ski apparel maker Descente.
The campaign, which launches on October 14, is art directed by Ronnie Cooke Newhouse and styled by Melanie Ward, alongside Hamilton’s creative consultant Eric McNeal. The collection will be available in DIOR boutiques and online from October 17.
This partnership comes as Lewis Hamilton prepares to switch teams to Ferrari in 2025 after 12 seasons with Mercedes. LVMH, DIOR’s parent company, is reportedly in late-stage talks to become a major sponsor of the racing competition.
