A Year On At Dior, It’s Time For Kim Jones’ Second Campaign For The House
Time flies by. It feels like it was only yesterday when we shrieked with excitement after hearing the news of Kim Jones taking over the menswear reigns at Dior. What ensued next was things we couldn’t even imagine. A step away from streetwear and a re-introduction to eternal elegance. And as it usually works with Kim Jones, the world of menswear followed – it seems like we’ve officially entered a new era. One where fine suits, elegant shirts and statement accessories trump tracksuits and hoodies. After a spectacle-oriented debut for SS19, our good friend Kim continued with his anti-establishment approach to menswear. For the first time in the house’s history, there was a Pre-Fall destination show for men. To Tokyo a select group of fashionheads went, where Jones presented arguably one of the best collections of last year. Inspired by the sexy apocalyptic robots of Hajime Sorayama, the Dior Pre-Fall 2019 men’s collection had a clear retro-futuristic vibe – heavy logos, strong utilitarian silhouettes, cherry blossom prints and *that* metal saddle bag. With a giant robot as the centrepiece and colourful lasers coming out of the mist, this was one of those fashion moments that will be remembered for the rest of time.
Just over a year after the announcement of Kim Jones as the artistic director of Dior’s menswear division, the French fashion house is releasing the campaign for their Pre-Fall 2019 collection. Reflecting the laser-infused vision of tomorrow, the Dior boys are captured by Steven Meisel amid the foggy scenario that reminds us of one of those laser tag arenas we all loved going to back in the day. Just instead of the infra-red sensitive nylon vests, there’s refined suiting and statement jewellery created in collaboration with Yoon Ahn of Ambush. The future is now, and we all want a piece of Dior by Kim Jones.