Kim Jones’ first campaign as artistic director of Dior Menswear features the emblematic BFF character as conceived by New York-based artist Kaws while wearing a suit to symbolize Christian Dior. The campaign echoes the grand centerpiece constructed for the summer 2019 show.
Captured by the American photographer Steven Meisel, Kim Jones’ designs embody a new masculine allure. “I wanted this advertising to reflect the spirit of the summer show and the beauty of Dior,” affirms Kim Jones.
In sequences of soft and sharp shades of pink, this wardrobe unfolds in bright tones illuminated with yellow, while blending the codes of haute couture, tailoring, and sportswear that reinforce the dialogue between art and fashion, heritage and daring. Iconic motifs held dear by the founding couturier are tweaked with a sense of nonchalant humor. The bee, Toile de Jouy, and the Dior oblique canvas are freely employed, reinvented, and re-visited with the subtle mastery of re-appropriation that is one of Kim Jones’ signatures. – GM