Dior Men’s Finds Masculine Elegance in Digital Escapism

In his three-volume treatise, The Stones of Venice, John Ruskin mourns the end of an era where individual artistry and creativity were increasingly endangered by industrialisation and mechanised labour. His work reflects the Romantic era’s anxieties, capturing the deepening fears of a world being reshaped by advancing technology — a world where humanity’s struggle against both nature and machinery reached new and unsettling heights. Now, amid our own technological revolution — with the rise of the metaverse, AI, and space exploration — Kim Jones takes a radically optimistic stance in his spring 2025 campaign for Dior Men’s.

Blurring the boundaries between the Romantics' reverence for nature's sublime power and our modern fascination with the digital realm, Kim Jones weaves technology and the natural world with photographer Rafael Pavarotti. Within the sterile confines of a stark white studio, enchanting landscapes come to life on digital screens transforming the space into a gallery of moving canvases. The interplay between the natural world and technology finds harmony as models traverse the space, clad in Jones' uniform for the modern Romantic.

In Dior Men’s continued reframing of masculine elegance, the collection features Jones’ signature louche tailoring, this time crafted from technical canvas and paired with fleece trousers to achieve a relaxed effortlessness and practicality suitable for nature walks and gallery outings alike. Functionality and style merge in utilitarian bomber jackets, trench coats, and the signature Dior 8 Buckle on the Roll Top backpack. The seamless transition from his outdoor inspirations and the refinement of modern sophistication are the hallmarks of Jones’ wardrobe. 

While Ruskin may have harboured anxieties about a rapidly changing world, Jones wholeheartedly embraces it. As a true iconoclast, he draws inspiration from both the past and the future to redefine Dior Men’s present. Skilfully navigating the intersection of heritage and innovation, Jones infuses Dior’s time-honoured craftsmanship with innovative materials and cutting-edge techniques, breathing new life into classic silhouettes. Pavarotti’s spring 2025 campaign reflects this transformative vision, elegantly propelling Dior Men’s into a new era where tradition and modernity coexist in perfect harmony.