FLOWER MEN: Following the lush garden backdrop for its spring campaign last year, Dior stuck with a floral theme for its spring 2024 ads — only this time, in the form of washes of delicate color rather than actual blooms.
Kim Jones, artistic director of menswear at Dior, celebrated five years at the French house with a “pop-up” presentation that saw models emerging from the floor of the metallic gray set. The designer said he got the idea from founder Christian Dior’s garden, with models — some wearing neon-colored beanie hats — standing in for flowers.
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That inspired photographer Rafael Pavarotti, who showcased the campaign stars on pedestals against blue, green, yellow, orange and pink color gradients.
Models Emile Danckaert, Awwal Adeoti, Younghoon Jeon, Viktor Krohm and Dara Gueye wear outfits that pay tribute to the brand’s storied cast of creative directors ranging from Yves Saint Laurent to Marc Bohan and Gianfranco Ferré, in a celebration of house codes focused on tweed.
Meanwhile, Dior’s signature cannage pattern appears on everything from cropped sweaters, paired with herringbone cardigans, to cognac-colored satchels.
Jones said despite the quiet luxury trend, some consumers hanker for strong brand signifiers. “You just have to go down the street in America or China or somewhere and you see how people dress, so it depends where you are,” he said.
The campaign was art-directed by Ronnie Cooke Newhouse and styled by Melanie Ward. Peter Philips did the makeup and Benjamin Muller the hair.
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