Kim Jones, the artistic director for Dior Men's, is an avid collector of books. Taking a seminal text from his youth, he presented the Fall 2022 collection last year with a runway show in London, fusing the rebellious nature of the Beat generation with American sportswear, seen through the lens of Dior's savoir faire. Retold in a new campaign photographed by Rafael Pavarotti, the collection launches on 6 May.
Last December, models walked down a runway covered in a never-ending typed manuscript of the text in question: Jack Kerouac's 1957 novel On The Road, written at a time when the concept of the teenager was only just emerging, and which encapsulates themes of discovery and travel around America. Taking his own Dior man, Jones dressed him in clothes which nodded both to the Beat generation, of which Kerouac was a leading figure, and modern American sportswear. Lime green plaid tailored jackets were layered together with velvet trousers, glittering lurex knitwear, and branded sportswear sweatshirts. Nodding also to the current outdoors trend with hiking boots and nylon shorts, Jones took a fresh view on his personal obsessions through the lens of the Dior ateliers.
A welcome break from the hypebeast we've seen Jones explore previously, the Dior Men's Pre-Fall 2022 show is mirrored in the new campaign images and film, with the novel's typescript - evoking with it values of exploration and rebellion - taking centre stage.