Why Lewis Hamilton has become a fashion force to be reckoned with

Lewis Hamilton has never been content to stay in one lane. On the racetrack, he is a seven-time Formula One world champion, a record-breaking driver whose name is etched into sporting history. But Hamilton’s true influence extends far beyond the roar of engines and the flash of chequered flags. He has become a global cultural force — an activist, an entertainer, and perhaps most unexpectedly, one of the most distinctive voices in contemporary fashion.

For Hamilton, clothes have always been more than fabric; they are a language. Over the past decade, he has transformed himself into a style icon, equally comfortable in sculptural tailoring on the red carpet as he is in experimental streetwear during fashion week.

Bold colour palettes, unexpected layering, and a fearless embrace of individuality have made him one of the most photographed — and talked-about — figures on the global style circuit. Unlike many athletes who rely heavily on stylists, Hamilton has cultivated his own look with conviction, using fashion as a canvas to explore identity, cultural heritage, and freedom of expression.

Style in his blood

His journey into fashion has been marked by deliberate, serious steps. Most notably, Hamilton has collaborated with Dior’s artistic director Kim Jones on two capsule collections, describing the experience as “mind-blowing” and invaluable in learning the intricacies of design.

He worked directly on selecting colours and developing pieces that captured Dior’s elegance while speaking to his own relaxed, oversized aesthetic. That collaboration became a stepping stone for Hamilton, a project that signalled his intention to treat fashion as more than a hobby.

The most personal expression of that intention is +44, his own sustainable streetwear brand launched in 2021. Named after the UK’s international dialling code, the label fuses contemporary streetwear aesthetics with an ethos of eco-consciousness and inclusivity. Hamilton insists on environmentally responsible fabrics and production methods, aligning the brand with his plant-based lifestyle and broader advocacy for sustainability. Inclusivity is also built into the DNA of +44, with designs and campaigns consciously embracing diversity.

Beyond his own collections, Hamilton has consistently used his platform to spotlight others — particularly young Black designers whose voices he believes deserve amplification. At the 2021 Met Gala, for example, he bought a table specifically to host and showcase emerging Black talent, drawing global attention to their work. It was a bold gesture that underlined his determination to not just wear fashion, but reshape the industry from within.

Hamilton’s perspective on sustainability extends into his brand partnerships too. His decision to work with Lululemon as a global ambassador early this year, for instance, reflects his interest in well-being, intentional design, and conscious materials. For him, fashion must now go hand-in-hand with responsibility: “I want to see the industry do more to reduce its impact on the planet,” he was quoted saying.

Luxury sportswear meets Afrofuturism

All of these experiences form the backdrop for his latest and most ambitious fashion project yet: a new menswear lifestyle capsule collection with Dior, again under the direction of Kim Jones, where Hamilton takes on the role of guest designer and ambassador. This time, the collection is inspired by Afrofuturism — a cultural movement that blends African heritage with speculative visions of the future through art, science, and philosophy.

The theme is deeply personal. Hamilton’s recent travels across Africa provided both the creative spark and the emotional grounding. “The way we tell stories through art, science and philosophy is really special,” Hamilton reflects. “Seeing these ideas brought to life through colour and movement inspired me. Afrofuturism felt like the perfect lens to express this collection.”

That vision materialises in a dynamic wardrobe where sharp tailoring meets sportswear ease, innovative recycled fabrics demonstrate their worth alongside artisanal textiles. And classic Dior signatures — jackets, cardigans, coats, and shirts — are reinterpreted with futuristic cuts, while reflective tracksuits, reverse hoodies, and layered knitwear bring energy and youthfulness.

Footwear defines much of the collection’s attitude. The new B44 Blade sneaker stands out as a performance-inspired icon, while reinvented derbies and boots add a refined edge. Accessories, including reimagined “Hit The Road” bags crafted from certified sustainable materials, reinforce Hamilton’s commitment to practical, conscious design.

The result is a collection that mirrors Hamilton himself: elegant yet athletic, bold yet thoughtful, futuristic yet grounded. Just as he has redefined the image of a modern Formula One champion, Hamilton now pushes the boundaries of menswear — steering it toward a future where heritage, sustainability, and self-expression journey side by side.