Dior Unveil Lewis Hamilton as New Brand Ambassador & Guest Designer

It's About Time.

F1’s most stylish racer continues to venture further and further into the world of fashion after the unveiling of his self-founded Plus 44 brand, with the latest news coming out of high fashion being that Dior have unveiled the British driver as their new brand ambassador and latest guest designer.

Both joined together by their mutual dedication to sustainability and affections for Africa, Lewis Hamilton and Dior’s Kim Jones have put a firm underline under the prior’s continual Dior paddock looks, giving the record-breaking sportsman the keys to a new collection co-designed by the two. Having explored Africa extensively throughout his life, Hamilton is looking to bring the multi-dimensional continent further into the world of high fashion, utilising a plethora of traditional prints and motifs as well as composing the pieces out of 80% recycled materials, both of which were key points in Hamilton’s involvement. The extensive range of looks surprisingly veers away from strictly lifestyle or racing-style attire, with snowboarding underlined as the central theme of this collection, being a sport that Hamilton had nurtured throughout his young adult life.

The range of garments revolves around action-ready silhouettes and materials that “combine outdoor culture with the demands of luxury,” bringing sportswear right into daily wardrobes as denim and tweed pants work with technical cargo-style trousers to lead the way alongside retro-styled fleece tops, knitted sweatshirts, bouclé overcoats, hoodies, puffer jackets and more. Frequent Dior collaborator and Japanese ski apparel maker Descente also has a hand to play here, helping put together a host of technical pieces, with accessories set to be included throughout the capsule as the B44 Blade and Snow sneakers become centre points with side bags, rucksacks, knitted hats, ski goggles, sunglasses, helmets and snowboards.

Lewis Hamilton’s debut collection alongside Dior is set to release on October 17th.

Check out collection imagery below.