Fashion in the fast lane

Take a trip down memory lane with Senna, Schumacher, Clark, Fangio and seven-time winner of Formula 1, Lewis Hamilton. Turn to the next page and take a closer look at the multi-talented Hamilton: A style icon, a musician, an activist and a brand ambassador for IWC Schaffhausen. By switching perspectives from his career as a racing driver to his passion for fashion, we explore the dynamics and the ambitions that turned the race car driver into a designer.

Lewis Hamilton

Hamilton: Mixing design and sports

The intention was to create interesting fashion content for the male reader by mixing design and sports. What starts out with a story about the world’s biggest race car drivers, turns into a story about design. By adding a personal narrative, we allow for the reader to identify with the content and reflect on the ambitions, the struggles, the courage and the willpower that represents Lewis Hamilton.