Dior Icons Spring 2024 Ad Campaign

Review of Dior Icons Spring 2024 Ad Campaign by Creative Director Kim Jones with Photographer Aladair McLellan and model Robert Pattinson

Robert Pattinson reprises his role as Dior’s leading man for the house’s new Spring 2024 Icons campaign. The actor was lensed by photographer Alasdair McLellan.

Designed by menswear creative director Kim Jones, the Icons capsules are conceived as timeless selections of sophisticated and flexible menswear staples, tapping into the house’s core DNA yet still subtly attesting to some of Jone’s utilitarian handwriting.

Pattinson has been the face of the brand’s Dior Homme fragrance since 2013, and he featured in Jones’ Fall 2023 runway show, where he read T. S. Eliot’s iconic poem The Wasteland alongside Gwendoline Christie. His fittingness as the quintessential Dior man is on display once again in this campaign, where he exudes effortless confidence and quiet charm in McLellan’s simple portraiture.

Direct and understated yet doing exactly what it needs to do, the campaign is a convincing exercise in the power of casting and consistency.