Longarone (Italia), 14 February 2020 – To mark the launch the SS20 Police x Lewis Hamilton eyewear collection, designed by the Six-Time Formula 1 World Champion, the De Rigo Group lifestyle house brand has turned to photographer Rankin, known for his exclusive portraits of personalities such as Queen Elizabeth and James Bond.
The images captured take inspiration from Hamilton’s motto, ‘Still I Rise’, as the campaign was shot through the lens of “The Prince of the World”, a creative interpretation of the journey it took for Hamilton to get to the top, and the drive and hard work it takes to keep him there.
A series of gritty, dynamic urban shots captured on a set of London’s rooftops embody Hamilton’s fighter spirit and his determination to keep reaching new heights. These images feature alongside more intimate portraits in which the world champion is caught on camera wearing his latest eyewear designs in spontaneous poses and with relaxed expressions that reveal a hidden aspect of his personality.
This unique portrayal of the Formula 1 World Champion looks beyond his highly disciplined, performance-driven nature, allowing us to glimpse his more spontaneous and artistic side. Every image features the sunglasses and prescription frames designed by Hamilton in collaboration with the Police designers.
Rankin’s images will also be turned into a film.
The campaign, which will be aired globally in early March, will be premiered in Italy on 17 February, in the lead up to MIDO, the largest international eyewear show.