“It’s a huge brand”: Lewis Hamilton comments on F1’s newest collaboration with $175B worth Bernard Arnault’s group

Lewis Hamilton views the partnership between the Louis Vuitton Moët Hennessy (LVMH) group and F1 as a collaboration between two iconic brands, hoping it extends beyond commercial gains. Speaking ahead of the 2024 US GP weekend, Hamilton expressed his desire for the deal to create a meaningful impact within the sport.

The ten-year partnership, reportedly worth $150 million annually, marks a significant step in integrating fashion with F1. As a brand ambassador for Dior, one of LVMH’s brands, Hamilton has long been a fashion advocate in the paddock. Recently announced as co-chair of the 2025 MET Gala, he has been styled by luxury brands such as Prada, Versace, and Valentino.

Hamilton emphasized that the deal represents a notable shift in the sport, where fashion was previously not a focus. He hopes to engage in discussions with F1 CEO Stefano Domenicali to ensure the partnership promotes positive change and leaves a lasting impact beyond monetary benefits.

Asked by Sportskeeda if the LVMH deal with F1 was iconic which had finally given fashion a genuine presence in the sport, Lewis Hamilton replied:

“I wouldn’t call it iconic. I mean, it’s a huge brand, LVHM. It’s incredible what they’ve achieved. Such a powerhouse. I’m very, very fortunate to work with one of the brands that they have, a very prestigious brand in Dior. I think it’s just kind of cool. I remember coming to the track and people frowning on me dressing the way I want to dress, and now everyone comes in fashion. Now LVMH is signing with the sport. I’ve always looked at Formula 1 as, it’s just never particularly fashionable, and it was just all racing and no real fashion focus. I think it’s amazing now that fashion even recognizes the sport on a major scale and have done a huge deal with it.”

“I don’t know what the deal looks like. All I hope is that — it probably isn’t — but I hope there’s an impact element to that deal, because two huge organizations making crazy amounts of money each year, it shouldn’t be about how much more money we can make. It’s about what impact can we do with this partnership. I bet you it’s not the case, but maybe I’ll be pleasantly surprised. That’ll be the conversations I have when I sit with Stefano and talk to him, because he’s also conscious about what we do as a sport and how we can have a positive impact.”

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Lewis Hamilton highlighted the importance of self-expression in the sport

Lewis Hamilton believes F1 offers a significant platform for self-expression and showcasing individuality. He appreciates being able to make fashion statements and wear what he wants. Over the years, the seven-time world champion has become known for his distinctive fashion sense, inspiring other drivers to embrace their personalities and make bold statements through their clothing.

Asked about the importance of self-expression in terms of fashion and individuality in the sport, Hamilton replied:

“I think it’s hugely important, and it is a real platform. I think one has to be able to generally be able to express yourself and arrive as yourself. I remember being at school having to wear a uniform and hating it, I remember being in uniform in a business sense and just feeling uncomfortable in what I’m wearing. I felt like I was being blocked from being me. So I think we’ve got a great platform here. People are starting to be able to express themselves. You see other drivers now coming out of their shells and their personalities are now coming out and on top of that.”

“Coincidentally, the sport is now bigger than ever because you’re starting to see people for who they are and see through the corporate veil that is around these organizations. I think that’s a really positive thing. I think it’s also just encouraging other people out there to be themselves. We’re living in such a time where there are people with opinions on everything and judgement on everything, and you should be able to be in an environment or workspace, not only in our industry but in any industry, and be able to be who you are and not be judged on who you are. You should just be able to be you and come in and do a good job,” Lewis Hamilton added.

Hamilton has set a trend for younger drivers to embrace their style and personalities, fostering a culture of self-expression within F1. He believes this platform allows individuals the freedom to be themselves.

Daniel Ricciardo, known for his charismatic persona, also emerged as a big personality in the sport. More recently, drivers like Guanyu Zhou, Yuki Tsunoda, Lando Norris, and Charles Leclerc have made fashion statements in the paddock. Hamilton, now involved with the 2025 MET Gala, is dedicated to supporting and promoting black fashion designers, art, and talent.