Dior Men's Spring 2022 Ad Campaign

Review of Dior Men’s Spring 2022 Ad Campaign by Director Axel Morin with Photographer Rafael Pavarotti with models Fabio Silva, Lucas Dermont, Wang Chenming, Yoesry Detre

Dior Men’s shares a psychedelically vibrant and techno-infused campaign for Summer 2022. The campaign features direction by Alex Morin and photography by Rafael Pavarotti.

Pavarotti’s photographs position their subjects before acid-bright gradient backdrops, lending sharp punctuation to the silhouettes and design motifs of the collection, which fuse American southwest and techno influences with sharply modern tailoring.

The accompanying short film pushes the techno vibe further, in large part due to the sizzling synthesizers and pulsing bass of its omnipresent club beat. Set to this soundtrack, the models move and groove among an abstract space that combines pop colors and rigid geometry to create a slick and futuristic world of pure style and motion.

What the campaign may lack in terms of concept or narrative it makes up for in immediate visual impact.

Coupled with Kim Jones’ distinct silhouettes, the electrifying colors and heart-pounding motion of the campaign provide a thrilling experience that captures all the psychedelic adventure of the collection’s desert trip inspiration.