Runway fashion and Formula One might not have much in common on the surface beyond the fact they both live in the same luxury universe, but Lewis Hamilton might just be the perfect overpass between the two.
The genetically-blessed four-time Formula One World Champion, who’s as known for his flashy lifestyle, celebrity dating history and slick street style aesthetic, has just been announced the new global brand ambassador for the entire Tommy Hilfiger Men’s portfolio.
He will appear alongside friend and long-time women’s ambassador Gigi Hadid, who’s co-designed four capsule collections under a Tommy x Gigi moniker, in the brand’s Spring 2018 advertising. The campaign, which was shot at the Pocono Raceway in Pennsylvania (also known to fans as the Tricky Triangle) will feature the usual stills photography, video and teaser clips in the lead up to its launch.
“I believe in the power of fashion and innovation to celebrate individuality and break conventions,” said the 33-year-old driver, whose mother and father are of British and Grenadian heritage respectively.
Hamilton’s clearly been on Mr Hilfiger’s radar for some time: the designer’s Spring 2018 collection shown at Milan Fashion Week in February was titled DRIVE for obvious reasons. The black and white checked prints, pit-crew style bomber jackets, speed racer track pants and retro plastic visors – all in the brand’s signature red, white and blue palette – scream speed racer.
“I have always admired Lewis’ incredible endurance during the race, as well as his unique style off the track, which speak to the new generation of Tommy Guys,” says the designer of his new muse.
“We [Tommy Hilfiger] have a history with Formula One and this partnership builds on our heritage of collaborations within the world of motorsport.”
Hamilton will front all men’s apparel offerings, which includes Hilfiger Collection, Tommy Hilfiger Tailored, Tommy Hilfiger Menswear, Underwear and Swimwear. If previous Tommy Hilfiger runway shows are anything to go by, we’re likely to see the champion appear on the runway rather than the FROW.
Hamilton walking alongside the Hot Felon? We’d like to see that.