Sir Lewis Hamilton, the seven-time Formula One world champion, will take the stage as the first Valentino menswear DI.VAs for the Valentino Pink PP Advertising Campaign.
Valentino’s Creative Director, Pierpaolo Piccioli continues his conscious and progressive way of making culture by creating an authentic relationship with DI.VAs (which stands for “DIfferent VAlues”), becoming a real cultural comeback. From cinema, music, literature to sports, each DI.VAs plays a key role in sustaining the new vision, gaining diversity by uniting together.
Considered one of the most successful drivers in Formula One, Lewis’ approach off the track is just as passionate and dedicated, having committed to using his position, platform and influence to drive change in motorsport and beyond for future generations. In 2021, Lewis launched his own charitable foundation Mission 44, which aims to support, champion, and empower young people from underrepresented groups in the UK through strategic partnerships, collaborations, grant giving and advocacy.
“Great things happen when we embrace our authentic selves, but even greater things happen when we come together to exchange our visions, values, and creativity,” Hamilton says. “I am honoured to be joining forces with Creative Director and friend, Pierpaolo and Valentino, a brand I’ve long admired, to celebrate the Pink PP Collection.”
Through an evolving collaboration, the Maison will build meaning in the places it matters most, helping foster community and pushing past the bounds of a traditional campaign. In line with Valentino’s appreciation for the written word, Hamilton will also work on Valentino the Narratives, the industry’s first ever text-only campaign that invites renowned international authors and individuals to lend their voices to create individual and impactful campaign layouts. Launching this Autumn, Hamilton will lend a personal quote to this initiative on the theme of ‘Love,’ which will be displayed in select windows of independent bookstores within London, marking the first time the campaign has entered the UK.
“In his short Instagram bio, Lewis writes ‘Equal rights for all. Love is all’. Few words that say a lot,” says Piccioli. “Lewis is an interpreter; he is able to use his energy to express his authentic and precious self. The talent he spreads with his whole persona goes far beyond his sportive excellence and embraces everything that he does.
“Lewis believes in what he does and shows it with effortless intensity. I have seen him committing himself to social causes with great independency, I have seen him wearing a pink total look and making it personal, I have seen him smile and chat with people in a very laid-back way. By doing anything that pleases him, he pleases us. As a DI.VAs testimonial, he stands for diversity, equality and most of all, love.
“I couldn’t think of a better friend for this campaign. It will give an empathetic, human, inspiring message and it will be true, like the person behind the celebrity,” says Piccioli.