Lewis Hamilton is the New Dior Brand Ambassador and Guest Designer

BY Beatriz Leal

July 15, 2024

The Formula 1 driver will launch a skiwear capsule collection in October.

Dior announced Lewis Hamilton as their newest brand ambassador and guest designer of a lifestyle capsule collection this Monday (July 15).

The British Formula 1 driver is joining forces with Kim Jones in a partnership that highlights their commitment to sustainability and passion for Africa in a skiwear collection.

“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,” explained Jones.

Hamilton and Jones first connected in 2016 when the designer was still at Louis Vuitton, starting a friendship that has grown ever since.

Their first collaboration is a result of their shared passion for Africa and sustainability, featuring outdoor-ready garments crafted from 80% sustainable materials and incorporating African-inspired motifs.

Lewis Hamilton and Kim Jones
Photo credit: courtesy of Dior

The focus of the collection is on skiing and snowboarding, rather than motorsport, reflecting Hamilton’s passion for extreme sports. “I started snowboarding when I was 23 — quite late, really — but I go every year without fail,” he shared. “I skydive, I surf.”

Designed for an active lifestyle, the line includes pants in fabrics ranging from denim to tweed, knits, sweatshirts, and fleece tops crafted partly from organic or recycled textiles, alongside technical wear by Japanese ski apparel maker Descente.

Accessories feature items like the B44 Blade and Snow sneakers — the latter tailored specifically for snowboarding.

“I wanted to bring vibrancy, and I wanted to figure out how to do something a little bit different from what Dior does so well,” said Hamilton. “It’s very comfortable. It’s definitely more relaxed.”