DIOR GOES RETRO-FUTURISTIC FOR MEN’S PRE-FALL CAMPAIGN

The Dior man emerges in a crossfire of laser beams in this powerful series of images for the pre-fall 2019 collection campaign by Kim Jones, lensed by Steven Meisel.

In the campaign, the eye is drawn to a hypnotic, metallic variation on the house logo by Hajime Sorayama, the Japanese artist who collaborated with the artistic director of Dior menswear on both the collection and the show décor.

Intertwining colored lasers reflect on metallic walls, sculpturally illuminating the creations in the pre-fall 2019 collection and interacting with the shimmering effect of the clothes.

The campaign’s retro-futuristic spirit captures the electric spectacle of Jones’ show presented in Tokyo on November 30th. The spectacular show — set to the rhythm of iridescent rays projected onto a colossal gleaming robot sculpture made by Sorayama especially for the event — lifted the veil on the house’s first-ever men’s pre-fall collection and its Japan- and android-inspired motifs. models pose as a living tableau, individually and collectively embodying the spirit of the times in a unique way — a celebration of Dior heritage and of ultra-modernity.

“I wanted the campaign to catch the energy of the Tokyo show, with the amazing laser lights of the finale,” said Jones, artistic director of Dior menswear.