Overview
Christian Dior has signed British Formula 1 driver Lewis Hamilton as its newest brand ambassador and guest designer for a new lifestyle capsule collection. The partnership comes as the seven-time Formula 1 world champion is poised to switch teams to Ferrari in 2025 after 12 seasons with Mercedes.
Hamilton, who has a reputation as one of the most stylish racers in Formula 1, worked with Kim Jones, artistic director of menswear at Dior, to launch a new lifestyle capsule collection scheduled to drop in Dior boutiques and online in October 2024. The capsule collection centers around skiing and snowboarding rather than motorsports. Hamilton and Jones share a commitment to sustainability and passion for Africa, with outdoor-friendly clothes made from 80 percent sustainable materials incorporating African-inspired motifs. The driver, who has long followed a plant-based diet, also requested that no animal leather be used.
“Making it sustainable was key,” he said. “When you’ve got a big house like Dior pushing that technology as well, hopefully, the goal is always to encourage all the other brands to want to start doing the same, because so many just are not conscious.”
BFKN served as lead counsel to Dior. The team was led by Kait E. Kelly, with assistance from Daniel L. Dominguez and Puja O. Narain.
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