Kim Jones is laser-focused for his second campaign for the house of Dior Men’s which takes inspiration from the Artistic Directors Pre-Fall showing in Toyko.
Collaborating with Jones on his Tokyo artistic expression was Japanese artist Hajime Sorayama who spearheaded the built out of the Toyko Pre-Fall set complete with a metallic female robot over 36 feet tall and a metallic variation on the Dior logo which graces this campaign.
Lensman Steven Meisel also helps Jones to capture the retro-futuristic vision for the campaign
I wanted the campaign to catch the energy of the Toyko show with the amazing laser lights of the finale.
– Kim Jones, Artistic Director Dior Menswear
Art Director Ronnie Cooke-Newhouse and lensman Steven Meisel help Jones to capture the retro-futuristic vision for the campaign intertwining colored lasers, metallic walls, and lens flares.
Overall the campaign has a subtle hint of futuristic optimism showing the collection in positive rather than somber light. The mood is colorful, upbeat, warm, and paints technology as exciting rather than something to fear. Jones and team are aware they sell a dream and why dream of a dystopian future when one can paint a shiny and exciting one. Now if only our politicians and social media obsessed culture can do the same we can pivot technology to be what it is supposed to be. A tool for good.
Dior Artistic Director | Kim Jones Art Director | Ronnie Cooke-Newhouse Photographer | Steven Meisel Models | Lukas Gomann, Serigne Lam, Tae Min Park Stylist | Melanie Ward Hair | Guido Palau Makeup | Pat McGrath Set Designer | Mary Howard Casting Director | Shelley Durkan