F1’s blend of sport and style captivates luxury brands, epitomized by Hamilton’s new Dior collaboration.
F1 has transcended its status as merely a sport; in the collective imagination, and also in the minds of marketing directors from major brands, it represents luxury, excellence, and glamour. This is why brands such as Rolex have been sponsoring the sport for years (and LVMH is considering it).
At the recent Monaco Grand Prix, the trophy of the winner, Charles Leclerc, was notably transported in a Louis Vuitton trunk.
One driver, in particular, embodies these links between fashion, haute couture, and sport: Lewis Hamilton himself.
The F1 legend is one of the most sought-after figures in marketing. It was recently that Dior clinched a significant partnership with him. Together with Kim Jones, the in-house designer, Lewis Hamilton will co-sign a collection of 18 snowboard-inspired looks. The collection is set to hit stores next October.
This partnership is not just an anecdote. It demonstrates that F1 has fully regained its appeal to major brands, after having greatly suffered towards the end of Bernie Ecclestone’s era.
“We are currently witnessing a shift in the appeal of F1, which has long mainly attracted technological brands,” states Hervé Bodinier, founder of V Match agency, for Le Figaro.
The specialist cites the role of Netflix and also the rejuvenation of the audience (notably among women).
“For luxury, this is an emerging market. Netflix has opened the breach, and, with the acquisition of the world championship by Liberty Media, the competition has entered a new dimension: previously, the focus was solely on mechanics, and drivers were merely at the service of their team. Now, this elite group of about twenty individuals is fully aware of their image and knows how to nurture their community. We see young girls who are fans of Lando Norris, others of Charles Leclerc, etc. Furthermore, these well-paid drivers are obviously clients of luxury.”
It is, therefore, quite logical to see Lewis Hamilton, who himself has a keen interest in the fashion world, having signed a partnership with Dior.
Kim Jones, the artistic director of men’s collections at the house, recounted his meeting with the Mercedes F1 driver on the sidelines of the last United States Grand Prix.
“We met a few years ago at a party. Lewis is a very friendly and humble person. He often comes to my shows. It was he who one day wanted a joint project. I don’t like collaborations that are just for marketing. I need meaning, and I need this exchange with creatives from different backgrounds, whether they are fashion designers (Shawn Stüssy in 2019, ERL in 2022), artists (Ghanaian painter Amoako Boafo and American Kenny Scharf in 2020), and now for the first time with an athlete.”
“And as an ambassador for Dior, he ticks many boxes: what I’m looking for are inspiring people, who connect with others through what they do and not just how they dress. He is very popular, not only in England but around the world, and people admire his work ethic, his talent, his personality.”
“I might be old-fashioned, but I don’t like working via email and SMS, I prefer that it happens in person. We therefore met, exchanged a great deal, in order to find the right tone and the balance between the heritage of Dior, which remains at the center of my concerns, and Lewis’s vision. The result, in my opinion, well reflects these two dimensions.”
Lewis Hamilton was convinced by the project with Dior: because it notably promotes values dear to him, such as ecology and diversity.
“Working with Kim was an absolute dream,” enthuses Lewis Hamilton. “Our values and ideas complement each other, which made it easier to create a unique collection imbued with our shared experiences. Making responsible choices while pushing the limits of excellence for each piece, drawing on my African roots – notably the fabrics with natural materials, vibrant colors, powerful energy –, all this has been a significant source of inspiration for me.”
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F1 Melds Sport, Glamour as Top Brands Join Fray F1 Melds Sport, Glamour as Top Brands Join Fray
