Seven-time Formula One World Champion, sporting icon, fierce advocate, fashionista… there are a lot of ways to describe Lewis Hamilton. But now, everyone’s favourite Formula One champion is ditching the race suit for tailored threads as he once again steps into the fashion realm, this time as Valentino’s first menswear Di.Vas (which stands for ‘Different. Values’).
Hamilton is a natural selection to represent a campaign that is so progressive for the fashion world, after standing defiant for many years on issues of equality, diversity, racism and more. This dedication and passion for such issues, led by his position that he holds as one of the sporting world’s biggest and best athletes, has unequivocally driven change in motorsport and beyond, for future generations to come.
It is this ability to lead on the world stage – both on and off the track – that makes Hamilton the perfect ambassador for Valentino and its Di.Vas division. Hand picked by Valentino’s creative director Pierpaolo Piccioli and his team, Hamilton is now the face of the Valentino Pink PP Collection, highlighting his continuous support of inclusivity, civil rights and diversity in sport.
Di.Vas = Different Values
Sir @LewisHamilton will be the first menswear Di.Vas for the #ValentinoPinkPPCollection Advertising Campaign.
The Seven-Time Formula One World Champion has been selected for his values and energy. Stay tuned for the story.
— Valentino (@MaisonValentino) May 31, 2022
Valentino recognises the work that Hamilton has committed to in making a difference through his position and influence; his advocacy work for global equality and his charitable foundation Mission 44 are both incredible feats, the latter aiming to champion and empower young people from underrepresented groups in the U.K. through strategic partnerships, collaborations and grant-giving.
On Lewis’ appointment as the first menswear Di.Vas for Valentino, Piccioli said “In his short Instagram bio, Lewis writes ‘Equal rights for all. Love is all.’ Few words that say a lot.”
“Lewis is an interpreter; he is able to use his energy to express his authentic and precious self. The talent he spreads with his whole persona goes far beyond his sportive excellence and embraces everything that he does. Lewis believes in what he does and shows it with effortless intensity. I have seen him committing himself to social causes with great independence. I have seen him wearing a pink total look and making it personal. I have seen him smile and chat with people in a very laid-back way. By doing anything that pleases him, he pleases us. As a DI.VAs testimonial, he stands for diversity, equality and, most of all, love. I couldn’t think of a better friend for this campaign. It will give an empathetic, human, inspiring message and it will be true, like the person behind the celebrity.”
Hamilton is also set to work on ‘Valentino the Narratives’, an industry-first text-only campaign. To this end, Valentino invites renowned international authors and individuals to lend their voices to create individual and impactful campaign layouts.
Taking to his Instagram, the 37 year old said: “Great things happen when we embrace our authentic selves, but even greater things happen when we come together to exchange our visions, values, and creativity. I am honoured to be joining forces with Creative Director and friend, Pierpaolo Piccioli and Maison Valentino, a brand I’ve long admired, to celebrate the #ValentinoPinkPPCollection.”
“I always strive to collaborate with likeminded teams who are committed to making the world a better place, regardless of the barriers that stand in our way. So, to come together and collaborate with Valentino on this powerful campaign is really special.”
Valentino’s Pink PP Collection will launch this fall, with Hamilton to lend a personal quote to this initiative on the theme of love, which will be displayed in select windows of independent bookstores within London, marking the first time the campaign has entered the U.K.