Since Monaco I have – rather unwillingly – become something of an expert in what is purported to be Lewis Hamilton’s love life. Let me say first of all that I don’t care what Lewis does when he’s not at races. As far as I’m concerned he can wear flowers in his hair and dress up as a Chippendale as long as he keeps driving quickly. He’s not a public official and he can do as he pleases. I am not about to report on it, unless it is obviously affecting his ability to perform at the wheel of a racing car.
I do have to admit however that the numbers I see are extraordinary. So many column inches are being expended on the subject – and it seems that the general public is lapping it up, whether it is true or not. And on that matter, who knows? It seems to me that there are a lot of publicists feeding a lot of stories into the media, and there seems to be plenty of supposition as well.
Mercedes Benz is keen to sell its cars by associating with famous people (even if they are famous only for being famous) and I am quite sure it was no accident that Lewis’s flock of “girlfriends” were wearing Mercedes caps as they charged up the grid in Monaco, pouting frantically.
I read an interesting story about how the role of car companies is changing in the fashion world with the celebrated New York Fashion Week unable to find a backer since Mercedes decided not to renew its sponsorship deal. This is being put down to the way in which cars are now being marketed and, it seems, because the fashion industry is being seen as being far less cool than it used to be.
The latest trend is for car manufacturers to associate themselves with individual designers rather than big events with alliances such as Victoria Beckham with Land Rover and Stella McCartney with Jaguar.
Perhaps Mercedes has decided that getting to the younger generations involves embracing the modern version of Coronation Street and that there is no harm in mixing up some reality TV celebs with its star F1 asset.
So is Lewis with Kendall or Gigi? Or both? Is Kris really responsible? And what does Caitlyn, formerly known as Bruce, think of the whole business?
Ye Gods, things are complicated for the kids these days…