Lewis Hamilton has been announced as Dior’s newest ambassador and guest designer for its next lifestyle capsule collection this summer, and now the French luxury house has launched the campaign to promote it.

The new Dior collection – designed by Kim Jones in collaboration with Hamilton was created from sustainable materials and without animal skin at the request of the Formula 1 Legend.

Lensed by Brazilian photographer Rafael Pavarotti, the campaign for the Lifestyle Capsule is dedicated to winter seasonal sports such as skiing and snowboarding.

An ode to creativity and exciting pastimes during the cooler weather, Hamilton reflects on his own passions, such as racing, in which he constantly strives to push the boundaries to surpass himself.

“Made for an active lifestyle” the collection consists of pants in various fabrics, from denim to tweed, knitwear, sweatshirts and fleece tops made in part from organic or recycled fabrics and clothing from Japanese ski manufacturer Descente.

In the campaign, the first photos of which were released today by the French house, the seven-time F1 world champion takes to the tracks where he is photographed against a backdrop of majestic mountain scenery in intense shades of blue.

Sporty oversized sweaters, knit tops with baggy pants, reminiscent of après-ski attire are the key elements of the collection, which includes the Dior 8 backpack and the messenger rider 2.0 bag, made of ultra-durable material.

Hamilton connected with Kim Jones, who grew up in Africa, over their shared love of the continent, with many creations incorporating African-inspired motifs. Some of the fabrics were made in Burkina Faso.