Lewis Hamilton Unveils 'Afrofuturism' Dior Capsule Collection: More F1 Brand Collaborations Follow

The impact of Formula 1 keeps growing far beyond racetracks, with drivers and teams exploring realms such as fashion, technology, and lifestyle. Given the sport’s current surge in popularity, numerous brands are now eager to join this trend, unveiling limited-edition lines and partnerships inspired by race day scenes. Below are some highlights from these recent releases.

Dior x Lewis Hamilton

Lewis Hamilton's second release for Dior

Photo by: Dior

Lewis Hamilton launched his second collaboration line for Dior, which he mentioned draws inspiration from 'Afrofuturism.' The athlete, a seven-time world champion, signed as an ambassador for the luxury brand during the previous summer. He explained that this particular collection came about following his eye-opening journeys through Morocco, Senegal, Mozambique, Benin, and Madagascar.

I came across numerous amazing tales that motivated me to envision the future of Black culture. The manner in which we convey narratives via art, science, and philosophy is truly remarkable," Hamilton stated. "Observing these concepts come alive through vibrant colors and dynamic movements filled me with inspiration.

The Ferrari driver, set to co-host the upcoming Met Gala, continued, "Feeling true to your personal style and expressing yourself through attire can be incredibly empowering. This collection aims at capturing that—embracing an investigation into individuality, adaptability, and self-expression."

Customers will be able to obtain the collection beginning July 3rd.

Reiss x McLaren

Oscar Piastri sports a Reiss cardigan from the company's second partnership collection with McLaren.

After their successful initial line, the renowned British brand Reiss launched a follow-up release in partnership with McLaren We're excited to launch Season 02 of our Reiss x McLaren F1 Team Collection, which enhances our ongoing collaboration with enthusiasts,” stated a representative from the company to Motorsport. “Both our product and design teams have put in significant effort to expand upon the previous season's achievements, meticulously perfecting each element to raise this collection to new heights.

They added, "The early feedback from fans via social media has been terrific, and we're thrilled to build connections and interact with the dedicated McLaren F1 community over the course of the season." The lineup includes fleece hoodies, track pants, stylish cardigans, and biker jackets, each of which has been sported by Lando Norris and Oscar Piastri .

Perfect Moment x Alpine

High-end ski label Perfect Moment is joining forces with Alpine.

Alpine is collaborating with the high-end ski and lifestyle company Perfect Moment to launch a limited-edition capsule collection. Originating from the French Alps, Perfect Moment aligns with the F1 team’s dedication to excellence and will unveil a range of functional outerwear such as ski jackets, technologically advanced ski trousers, and adaptable undergarments—presented in Alpine’s distinctive color palette.

"We aimed to craft an exceptional offering for enthusiasts from both domains — high-performance clothing that not only excels on the slopes and tracks but also boasts impressive aesthetics," stated Jane Gotschalk, co-founder and creative director at Perfect Moment. "Given the shared French legacy between the BWT Alpine Formula One Team and our brand, this collaboration felt like a perfect match to me; I am eagerly anticipating the unveiling of our new line shortly.”

Carl Friedrik x Williams Racing

Carlos Sainz starred in a new Carl Friedrik campaign

Luxury travel brand Carl Friedrik has released a sophisticated new partnership. Williams Released earlier this month, the collaborative collection is tailored for various travelers, suitable for moving through airport terminals as well as stepping into the F1 paddocks.

The campaign stars both Alex Albon and new team member Carlos Sainz , who has been keeping busy on the commercial front since joining the British outfit. Fans can now purchase the Williams Core Carry-on and the Traverse Backpack, which blend the brand’s signature minimalism with Williams’ iconic color palette.

Loop x McLaren

Lando Norris sports Loop earbuds.

Recently, McLaren Racing appointed Belgian audio technology firm, Loop, as their inaugural Official Earplug Partner. This partnership was launched with the debut of the McLaren Formula 1 Team x Loop Switch 2, featuring a distinctive design in McLaren’s signature Papaya Orange color.

The earplugs feature three adjustable noise reduction modes, offering up to 26 dB of passive noise control, which come in handy at the track. "The partnership with Loop embodies our commitment to performance and giving our team every advantage," Matt Dennington, McLaren Racing’s Co-Chief Commercial Officer, said in a statement.

Bowers & Wilkins with McLaren

Bowers & Wilkins has continued their collaboration with McLaren.

In typical McLaren style, the team also Has gained a new official audio partner in Bowers & Wilkins. This brand has been renowned for crafting high-quality sound systems in McLaren’s supercars throughout the last ten years, and they will further enhance this collaboration with the introduction of the new Pi8 McLaren Edition wireless earbuds.

Giles Pocock, the Vice President of Brand Marketing at Bowers & Wilkins, stated, 'This reinvention of our acclaimed earbuds strengthens our collaboration significantly,'