On April 24, in the Dior Homme store in New York's SoHo district, Kris Van Assche presented his fall 2014 pre-collection around an installation conceived by the Parisian artist duo M/M.
It was to SoHo, the beating heart of cutting-edge fashionable New York, that Dior Homme looked for the presentation of its fall 2014 pre-collection on April 24. For the scenography, Kris Van Assche, Dior Homme's creative director, called once again upon the services of the Parisian artist and graphic design duo M/M, made up of Michael Amzalag and Mathias Augustyniak, and who became famous as a result of their collaborations bridging the fields of art and design with artists such as Björk and Benjamin Biolay for whom they produced several music videos and album covers, as well as their work at Paris' Musée d’Art Contemporain.
The discovery of the collection was punctuated by light installations covered in voiles that were sometimes black, sometimes white. On each was a letter, so that the whole, from end to end, wrote the alphabet, a sort of alphaDior, an ABC of the male wardrobe. This atmosphere can similarly be found in the catalogue also created by M/M and shot by Karim Sadli.