Lewis Hamilton, Dior and Fashion's F1 Obsession
As Dior and F1's Lewis Hamilton unveil their second capsule collection, it begs the questions, where does F1 belong in fashion? Follow along as we review the recent history of F1's relationship with luxury clothing.
As Dior and F1's Lewis Hamilton unveil their second capsule collection, it begs the questions, where does F1 belong in fashion? Follow along as we review the recent history of F1's relationship with luxury clothing.
Fashion turns fast and furious as Dior Men's unveil their second Lifestyle collection with Formula 1 superstar Lewis Hamilton. Hot on the heels of conglomerate LVMH signing a 10 year global partnership with F1, the crossover of luxury cars and fashion isn't going anywhere.
Inspired by a recent trip to Africa, the Dior ambassador wanted to take an Afrofuturistic lens to Dior's technical applications. The Fall 2025 collection is made up of 26 looks and explores the nimble curves of motorsport with prints, fabrics and metal-edged accessories through Dior savoir-faire. Monsieur Dior's muse Mizza Bricard and her signature leopard print appear in tweed, with a silhouette from the 1968 Miss Dior ready-to-wear collection revisited in a cropped version. Some looks are styled with berets reminiscent of the Black Panther uniform. 'This collection speaks to the intersection of sportswear and fashion and how those two worlds coexist', Hamilton explains. So, where else has F1 infiltrated fashion?
Ferrari Style
In 2021, Ferrari unveiled their luxury fashion brand with a Milan Fashion Week debut show. Focusing on luxury leathers, accessories, and tailoring, with an emphasis on their classic Rosso Corsa red, Ferrari fashion provides the perfect, ultra rich accessory for those for whom, Ferrari is a lifestyle. Famous models such as Alex Consani, Mariacarlo Boscono, Irina Shayk, and Amelia Gray have since graced the Ferrari catwalk, bringing the younger generation closer to the bosom of F1 fanaticism.
Carl Friedrik X Williams Racing
British Luxury travel goods brand, Carl Friedrik, recently signed a two year licensing deal with British F1 racing team Williams Racing. F1 is hallmarked by its multi-city race locations; travel is a part of the job, so a collaboration with a luxury travel goods brand makes all the more sense. When you drive a McLaren around a track it's better to carry a Carl Friedrik through the airport.
Adidas X Mercedes-AMG PETRONAS F1
Adidas and Mercedes-AMG PETRONAS F1 introduced their first collaborative collection, merging lifestyle aesthetics with high-performance functionality. The three stripes brand goes 100 mph with Mercedes to take the average wearer to the finish line. Though this was not Mercedes' first go around the track, with a Moncler and Tommy Hilfiger collaboration under their belt featuring Lewis Hamilton.
