"We want to make sure it has impact": Lewis Hamilton ahead of his DIOR collection launch

Dior is set to release its first sustainable campaign in collaboration with Lewis Hamilton. The Mercedes driver, understanding the importance of the collaboration, revealed that he wants the campaign to find traction and have the desired impact on consumers.

As a long-time advocate of plant-based diet and sustainability, Hamilton has called for an eco-friendly environment, and his latest venture with Dior is a testament to that. The campaign will break on October 14, three days before Dior's boutique collection release.

Speaking about the collaboration and what the alliance means for him, Hamilton said:

"We want to make sure it has impact." (as per wwd.com)

Lewis Hamilton will work with Kim Jones at Dior during their collaboration. Jones is an English designer, who works as the men's artistic director at Dior, as well as artistic director at Fendi. Interestingly, both Hamilton and Jones have ties with Africa and share a love for sustainability.

Speaking about how they were looking towards an eco-friendly set-up for their Dior collaboration, Jones said:

"Some of the fabrics were made in Burkina Faso. We’re working with someone who’s helping us source sustainable fabrics throughout the continent and really looking at what we can do to help get the next generation of people educated to be able to come work in a studio like this."

Hamilton often enthralls fans with style statements on and off the track. At the paddock, he arrives in style during race weekends, and away from it, the Briton rocks promotional events with luxury brands like Tommy Hilfiger, Dior, etc.

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Lewis Hamilton shocked fans with surprising Singapore GP message

Lewis Hamilton

Lewis Hamilton had a message for fans following the 2024 Singapore Grand Prix. The Mercedes driver shared two stories on Instagram, where he opened up about the Marina Bay Circuit race and how Mercedes had no intention of ruining his Singapore race.

He wrote:

"I know there has been a lot of chat around the last one and our strategy in Singapore, which just didn’t work. When that happens, it’s natural to be frustrated and easy for me to speak out in that frustration," Hamilton put on his Instagram story.

"We knew starting on soft tires was a bold and risky move but one that could give us an advantage at the start, and I ultimately agreed with that recommendation. We also miscalculated what others might do," he added. "Make no mistake though, things are cool with the team. As with all the successful partnerships, you have to have some lows to have the highs."

Lewis Hamilton had hit out at his team after an underwhelming outing in Singapore. After a brilliant qualifying on Saturday, the seven-time world champion started from P3 but crossed the finish line in P6 on Sunday.

Hamilton started his race with soft compound tires, while all the drivers in the top-10 went the medium compound way. As a result, the 39-year-old struggled throughout the race and had to endure an early pit stop, which jeopardized his race.

As Hamilton had an outburst in the post-race media pen, fans slammed Mercedes for their poor strategy before Hamilton came out with the damage control.