Moda, masculinidade e esportes de luxo: a contribuição da moda para a construção da imagem de Lewis Hamilton enquanto ícone identitário

Abstract

Lewis Hamilton, the only Black driver to have ever competed in Formula 1, sought to bring about changes in the racist and elitist system of motorsport, using his own image and appearance to achieve this. Based on this premise, this study aims to analyze the contribution of fashion as one of the key tools used by the seven-time world champion in the process of constructing his activist, anti-racist, and sustainable identity. To do so, it is important to establish a theoretical foundation that encompasses different areas of knowledge necessary for a better understanding and analysis of the subject. Therefore, theoretical studies were applied that explore fashion, the history of African Americans, identity construction, urban subcultures, luxury, the driver’s activism, and communication through appearance, with the goal of creating a study that explores the importance and influence fashion has in the male sphere, while also seeking to understand fashion as a crucial tool in the formation of identity.