Ferrari Formula 1 driver Lewis Hamilton has unveiled a new menswear capsule collection in collaboration with Dior, following his home Grand Prix in Britain. The launch was teased on his Instagram, where he showcased a standout piece previously worn at the New York premiere of his documentary, F1.

Hamilton posted heartfelt gratitude, stating: “My second lifestyle capsule with @dior is here… I’ve learned so much… truly cherish the time we spent designing these pieces together”. Within two hours, the post amassed over 250,000 likes, with fans applauding his “designer era” and branding prowess.

However, the reception is mixed. Critics argued, “The man is a branding machine,” while others urged him to concentrate on racing, saying, “Focus on driving and winning F1 races, not trying to compete in fashion shows haha”. Some fans even suggested saving fashion aspirations for retirement.

On track, Hamilton is facing fresh challenges at Ferrari. He has yet to reach the podium this season and finished fourth at the British Grand Prix. He’s now directing his energy toward contributing to Ferrari’s 2026 car development, working closely with the factory team to embed his racing DNA into the new chassis.