It’s a massive summer for sports with Wimbledon, Formula 1, and the Euro Finals, and that’s before we even get to the Olympics. And what would sport be without fashion? A lot less interesting, in my opinion, and it seems I’m not alone. Fashion houses are tapping sports stars to front their campaigns and in some cases even design their collections.
Lewis Hamilton, who is almost as famous for his directional take on haute couture as he is for his sporting prowess, sits at the axis where fashion and sport collide. Plus 44, Hamilton’s own label has become a cult streetwear staple, and major labels have been scrambling to dress the F1 icon for his infamous “paddock walks”.
