Cast in a hypnotic and retro-futuristic ambiance, the campaign for the Pre-Fall 2019 collection photographed by Steven Meisel showcases men’s looks designed by Kim Jones. The House’s logo, as revisited by Hajime Sorayama, is its magnetic signature, echoing the Japanese artist’s collaboration with the Artistic Director on both the collection and the show’s décor.
Colorful lasers criss-cross, reflect off metallic walls, and even seem to sculpt in light a collection that reprises the same iridescent effects. The spirit of this campaign evokes that of the show presented in Tokyo last November 30th. This dazzling presentation, set to the rhythm of iridescent lasers projected on a monumental sculpture of a female robot – created by the artist Hajime Sorayama especially for the occasion – lifted the veil, for the first time, on pieces with Japanese and robotic motifs. The models, who posed as a group, individually and collectively embodied the spirit of the times in a unique way, fusing a celebration of Dior heritage with ultra-modernity.
Because this new creative horizon, through which Kim Jones redefines the frontiers between art and fashion, is as much a journey through the Japanese cultural landscape as a new exploration of Monsieur Dior’s history.
Populated with humanoids and sakura flowers mixed with House codes – such as the Dior Oblique canvas – the collection comes to life in a sci-fi atmosphere in which the future embraces a romantic optimism. There is also the iconic Saddle bag in a men’s version, entirely reinterpreted in metal. A limited collector’s edition – and the emblem of this luminescent reverie.