French fashion house Dior has announced British Formula 1 driver Lewis Hamilton as their new brand ambassador for men's fashion. In addition to this role, Hamilton will serve as a guest designer for an upcoming lifestyle capsule collection set to launch in October.

The collection, designed by Hamilton, will feature a variety of pattern-centric sweaters and snow jackets. It will also include specially developed Dior-branded multi-layered, micro-fibre snow sneakers.

“The House is pleased to welcome Seven-Time Formula 1 world champion LewisHamilton as the newest Dior Ambassador for the men’s collection. Fresh from his victory at the British Grand Prix, this momentous announcement kicks off 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,” Dior said in an Instagram post.

“Couldn’t be more excited about this! I’ve been working with Kim Jones and the Dior team on this for over a year and the journey has been incredibly rewarding. Creativity and collaboration keep us sharp and it’s vitally important to push ourselves in new ways. A lot of research, ideation, and time went into this—stay tuned, much more to come,” said Hamilton in a LinkedIn post.

Hamilton's exclusive Dior lifestyle capsule collection will be available in stores and online starting October 17.

Fibre2Fashion News Desk (DP)