Dior has named seven-time Formula 1 champion Lewis Hamilton as its latest brand ambassador. Hamilton, known for his bold fashion sense, has collaborated with Dior men’s artistic director Kim Jones to design a collection of clothing and accessories set to launch in October.

Formula 1 Star, Lewis Hamilton, Joins Dior as Ambassador and Capsule Collection Designer
A sneak peek into the sneaker lineup for Dior x Lewis Hamilton.

This partnership aligns with Dior owner LVMH’s increasing marketing efforts linked to Formula 1, which has gained mainstream popularity in recent years. Louis Vuitton, another LVMH brand, frequently dresses Hamilton for his famous “paddock walks” before races, and Tag Heuer may soon replace Rolex as Formula 1’s official timekeeper.

Formula 1 Star, Lewis Hamilton, Joins Dior as Ambassador and Capsule Collection Designer
The collaboration with Dior precedes Hamilton’s anticipated switch from Mercedes to Ferrari, ending an 11-year partnership which brought forward multiple championships.

Hamilton’s lifestyle capsule collection blends couture with practicality, featuring pattern-centric sweaters, snow jackets, and Dior-branded snowboards. The collection reflects his distinctive style, combining streetwear and outdoor culture with luxury. This venture marks the beginning of new collaborations with Hamilton as he transitions from Mercedes’ F1 team to Ferrari in 2025.