Lewis Hamilton has played a significant role in reshaping the cultural landscape of Formula 1, particularly in the realm of style and fashion, culminating in the launch of a new collection in collaboration with Lululemon. Over his career, Hamilton has transformed the way drivers approach personal expression off the track, turning what was once a purely athletic arena into a platform where fashion and identity interplay.
Hamilton, who began his Formula 1 career in 2007, challenged the longstanding convention that drivers should arrive at circuits solely in team uniforms. Frustrated by the monotony of wearing team clothing for most of the race weekend, he insisted on expressing his personal style during the paddock walks, despite initial resistance from team management. "They were like, ‘You have to arrive in team clothing,’ and I’m like, ‘Yeah, but I’ll change into team clothing. You’ll be seeing me in team clothing all weekend. But when I arrive, I want to wear my own clothes. It’s important to me,’” Hamilton recalled. For him, this was not about vanity but a matter of confidence and identity.
His influence is evident in the current generation of drivers. When asked about the second most stylish figures in the sport, Hamilton mentioned younger drivers such as Zhou Guanyu, Liam Lawson, and Mercedes rookie Kimi Antonelli, noting a shift toward more outward-thinking fashion choices among the newer talent.
Hamilton’s journey from a modest upbringing in Stevenage, Hertfordshire, to one of the most recognizable figures in Formula 1 has been marked by resilience and determination. Raised primarily by his mother before moving in with his father at age 12, he faced challenges including racial prejudice and isolation in a sport not traditionally known for diversity. Despite these hurdles, Hamilton’s early interest in motorsport led him to karting and eventually to becoming the youngest driver signed to McLaren’s young driver programme at 13.
Outside the track, Hamilton’s style has evolved from streetwear brands such as Tommy Hilfiger and Puma to high-end designers like Rick Owens, Issey Miyake, and Marc Jacobs. His fashion choices now reflect a broader sense of self-expression, inspired by the inclusivity and creativity found within the fashion industry. Collaborations with industry figures, including Kim Jones at Dior, and the launch of his own label, +44, demonstrate his growing influence beyond sport.
Hamilton also credits fashion as an enabling space where he found a sense of belonging that eluded him in racing’s traditionally conservative environment. “I remember walking into the paddock each weekend and feeling like an outcast, then going to a fashion show and feeling like, ‘I feel I belong at fashion shows,’” he said. Looking ahead, he sees fashion as a key focus for his post-racing career.
Formula 1 itself has embraced this cultural shift, with the sport increasingly partnering with luxury brands such as Louis Vuitton, Tag Heuer, and Moët & Chandon, and reaching broader audiences through media like Netflix’s “Formula 1: Drive to Survive.” Hamilton’s pioneering approach to style highlights the growing interconnection between sport, fashion, and celebrity in contemporary Formula 1.