Spring 2024 Men's Campaign
From tradition to subversion, from masculine to feminine, from the New Look to New Wave. For the Dior Spring 2024 collection, Kim Jones embarks on a stylistic exercise that combines temporal references: from the heritage of the founding-couturier to Ray Petri's Buffalo movement. In this way, he redrew the contours of the men's wardrobe according to the archetypes that make it up. A neo-identity, highlighted at the heart of a campaign embodied by singer, dancer and songwriter Jimin, global ambassador and friend of the House.
“I was lucky to meet Jimin many years ago when I joined Dior and we always talked about clothing together. I’ve seeing the rise and rise of him. He has an amazing style and character that’s why I wanted to have him for the campaign.” Kim Jones
Between graphic refinement and bucolic romanticism, the shots signed by photographer Alasdair McLellan reflect this virtuoso reinvention of codes; the architectural construction becomes more flexible and fluid in favor of comfort and practicality, questioning the function of modern tailoring. Borrowing from the workwear lexicon, the jackets are crafted in cotton and silk canvas, and sublimated with brooches evoking ceremonial insignia, interwoven with iconic Dior emblems.
Alternately soft or preppy, knitwear is worked into twisted turtleneck sweaters or cashmere knits with removable bandanas. The House's symbols are revisited, such the "Dior" signature – deployed on sleeveless sweaters – or the Diamond CD, transformed into a rhomboid motif. A captivating timelessness that also punctuates the Hit the Road backpack. An ode to excellence, exploring the many facets of the Dior silhouette. An invitation to freedom and self-expression.
© Alasdair Mclellan