Review of Dior Men’s Spring 2024 Ad Campaign by Art Director Ronnie Cooke Newhouse and Photographer Rafael Pavarotti with models Emile Danckaert, Awwal Adeoti, Younghoon Jeon, Viktor Krohm, and Dara Gueye
Dior proposes a vibrant new take on sartorial traditions with its Spring 2024 campaign. The campaign features art direction by Ronnie Cooke Newhouse and photography by frequent Kim Jones collaborator Rafael Pavarotti.
The Spring 2024 collection saw Kim Jones look to some of the most iconic work of his famous predecessors, rewriting the design language of the house’s most foundational womenswear designers – like Christian Dior’s “new look” or Yves Saint Laurent’s trapeze dress – for a modern gentleman’s wardrobe illuminated with vibrant bursts of color. But most striking about the show was its futuristic set design that saw its models rise out of the floor thanks to some super slick set design technology.
These runway elements also form the basis of the campaign visuals. Pavarotti’s group compositions see the models arranged on blocks of varying elevations, echoing the upward rise of the show’s opening moment. The collection’s neon pink, blue, and green are translated into vivid gradient backgrounds, providing a striking counterpoint for the collection’s historically informed silhouettes and textural tweeds.
While the campaign is conceptually quite simple, Dior’s men’s campaigns tend to do a strong job at conveying the core creative and narrative points of each collection through clear and direct visuals, and this latest chapter is a great example of this practice. Immediately striking yet attesting to a thoughtful consideration of design heritage, the campaign puts a vibrant spin on an enduring design legacy.
Dior Men’s Creative Director | Kim Jones Art Director | Ronnie Cooke Newhouse Photographer | Rafael Pavarotti Models | Emile Danckaert, Awwal Adeoti, Younghoon Jeon, Viktor Krohm, and Dara Gueye Stylist | Melanie Ward Hair | Peter Philips Makeup | Benjamin Muller