Lewis Hamil­ton Teases Hil­figer Col­lab­o­ra­tion

WWD Digital Daily - - News - BY NATALIE THEODOSI

The racer hosted his first Tommy x Lewis event at the brand’s Regent Street store and used the op­por­tu­nity to speak about his first steps in fash­ion, his love of vin­tage and need for self-ex­pres­sion.

LON­DON — When plans to part­ner with Tommy Hil­figer took shape, Lewis Hamil­ton was a lit­tle bit starstruck — and very much keen to sa­vor the ex­pe­ri­ence.

“It couldn't have been more of a dream sce­nario to be able to learn from an icon like Tommy. So I re­ally see it like an in­tern­ship ex­pe­ri­ence, be­cause it's all new to me,” said Hamil­ton dur­ing an in­ter­view in Lon­don this week ahead of his first Tommy x Lewis event.

The For­mula One racer at­tracted crowds of fans out­side the brand's Regent Street store.

Man­nequins teas­ing the first cap­sule col­lec­tion that Hamil­ton de­signed along­side Hil­figer were scat­tered across the store. They wore brightly col­ored check shirts and kilts, bomber jack­ets and vin­tage-in­spired denim.

“I re­ally love vin­tage wear, so I've spent some time go­ing through the brand's ar­chives and re­ally tried to bring some vin­tage el­e­ments into the col­lec­tion. There's a velour track­suit, which in my mind is quite a Seven­ties track­suit given the bold col­ors,” said Hamil­ton. “The great thing was that they al­lowed me to play with a lot of dif­fer­ent col­ors. Tommy is al­ways known for color but this is even more bold than what they usu­ally tend to do.”

The cap­sule also fea­tures a new H logo de­signed by Lewis across denim jack­ets, track pants and T-shirts. “If you look at ev­ery iconic logo that's out there, be it Nike, Mon­ster or Coca-Cola, they live on, they're time­less. The Tommy Hil­figer logo is just as time­less, ev­ery­one rec­og­nizes it whether the brand name is there or not, and so I re­ally wanted to have a logo that can stand the test of time. The dream is that peo­ple will wear these clothes and that you can even­tu­ally take away the Tommy name from it and it stands alone.”

Hamil­ton added that he has been spend­ing a lot of time in Am­s­ter­dam at the Hil­figer head­quar­ters, work­ing and learn­ing from the team about every­thing from the logo de­sign to fab­ric sourc­ing and shoot­ing the look book.

He will be back in Au­gust to fi­nal­ize the de­signs of the next col­lec­tion, shoot the ac­com­pa­ny­ing cam­paign and style the clothes on mod­els, ahead of the big un­veil­ing that's set to take place in Septem­ber, with a fash­ion show in Shang­hai.

“We're still in the de­sign process, but what I can tell you is that while this is fo­cused on Tommy Men's, I re­ally want it to be very mixed in terms of all the mod­els and have both men and women wear the brand. Nowa­days, women want to wear some men's clothes and I'd be re­ally ex­cited to see some women wear­ing it,” he added.

As he makes his first steps in the fash­ion world, Hamil­ton said he has been look­ing for en­cour­age­ment and, at times, ap­proval.

“If you just imag­ine some­one who's just get­ting in­volved with the fash­ion world, you want to be ac­cepted. When you get ac­cepted it's when Donatella Ver­sace says that she likes what you're wear­ing, when some­one like Tommy says that he likes what you're wear­ing. I met Tommy out­side my build­ing al­most five years ago and since then we kept bump­ing into each other. He al­ways said he liked my style and my en­ergy and for me it meant a lot to have Tommy, the icon, be so sup­port­ive and say pos­i­tive things.”

Hamil­ton is also us­ing the Tommy x

Lewis plat­form to speak about a broader range of top­ics that are close to his heart. A pro­mo­tional video, re­leased ear­lier this month, sees the rac­ing star share “what drives him” and speak­ing about the im­por­tance of courage and per­sis­tence, shar­ing footage of his child­hood years where he was kart­ing and play­ing with For­mula 1 toy cars.

“As a rac­ing driver it's al­ways been very dif­fi­cult to ex­press my­self, but ex­pres­sion is such an im­por­tant part of life. I was very re­stricted and very much in my shell when I was younger in the rac­ing world. It's very pres­sured; you can't re­ally show vul­ner­a­bil­ity, you are al­ways be­ing scru­ti­nized from left right and cen­ter, so you have to build a thick skin and keep your­self guarded. What I love about fash­ion is that there are peo­ple from all walks of life shar­ing their own in­ter­pre­ta­tions,” added Hamil­ton.

I Am DDB, Nick Grimshaw, Lewis

Hamil­ton and Eric Un­der­wood.

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