Dior taps F1 racer Lewis Hamilton as new brand ambassador

Dior has tapped British racing driver Lewis Hamilton, who is also a seven-time Formula 1 world champion, as its latest brand ambassador following his victory at the British Grand Prix. 

The brand unveiled the partnership on its Instagram account, with the release of a lifestyle capsule designed as part of a guest collaboration with Dior’s creative director of menswear Kim Jones, reaffirming a lasting legacy of embracing icons who redefine what is possible.

Jones redefines Dior Men’s modern and timeless signature and reinterprets the house codes season after season with a new collection that is inspired by Hamilton’s own personal style. The upcoming collection symbolises couture and practicality, which aligns with Hamilton's boldness as well as singularity.

To elaborate this pursuit, Jones described the collection as "a shared love of nature, a desire to celebrate Africa and an interest in the artisanal processes and techniques that unite craftspeople in Africa with the savoir-faire of the ateliers", as dynamic forces that lean into the racing driver’s streetwear sensibility to charge the lifestyle capsule centred around skiing and snowboarding.

MARKETING-INTERACTIVE has reached out to Dior for more information. 

Don't miss: Dior taps Mandopop singer Jay Chou as global brand ambassador

Back in December 2023, Dior named Asia's iconic Mandopop superstar Jay Chou as its global ambassador for Dior fashion and men's collections.

That was the brand's first time to collaborate with a Mandopop artist, and the singer’s first ambassador deal with a fashion brand.

Chou, also known as the "King of Mandopop", is a singer-songwriter, director and actor, and is considered as one of the most popular singers in Asia, having sold more than 30 million records.

Recently, Chou also concluded his Carnival world concert tour at the Rajamangala National Stadium in Bangkok, attracting over 70,000 fans and audiences. He was also seen performing some of his well known songs in a selection of exclusively designed Dior outfits designed by Dior's creative director Kim Jones.

Related articles:

Lewis Hamilton fronts Mercedes-Benz's star-studded campaign
StarHub Drives Loyalty With F1 Star