Having recently scooped the Designer of the Year Award at the 2021 Fashion Awards, there's understandingly a gush of anticipation surrounding artistic director Kim Jones' next Dior Men's show. Taking place on Jones' home ground of London, tomorrow 9 December at 18:00 GMT, it will be the first time Jones has shown in the British capital since 2003. The move also marks the first time in its 74-year history that Dior has debuted a men's collection in the city, with women's last showing for Cruise 2017. The show will also be taking place in front of a live audience, despite the whispers of COVID restrictions. No pressure then.
Although many details are being kept under wraps, the brand previously said in a statement that the show aims to begin 'a new chapter in its historic friendship with the UK', reconfirming Monsieur Dior's love for the country. The house's first-ever show across the Channel was held in 1947 in the presence of the Queen Mother and Princess Margaret.
Every season, Jones collaborates with an artist; Daniel Arsham, Travis Scott, Shawn Stussy and Peter Doig among them. Word on the street is that the physical invites received by press feature an illustration depicting Beats poet Jack Kerouac's famed 1957 novel On The Road, a gesture that once again plays on Jones' love of literature. His debut Fendi couture show, which took place earlier this year, saw the designer reference Virginia Woolf and the Bloomsbury group. Interestingly, he gave the very British reference to the Italian brand's moment in the spotlight. Over at Dior, it looks like the designer will be looking to a novel which celebrates Americana, counterculture and the Beatnik generation, together with the freedom of travel - another obsession of Jones'.
Pietro Beccari, chairman and CEO of Christian Dior Couture commented in a statement:
'We are delighted to be presenting our Fall men's collection abroad once again, and to be reconnecting with the physical runway, an experience that is more important than ever. We are proud and excited to be bringing this unique event to life in London, a particularly symbolic destination dear to Monsieur Dior and the house since 1947. London is of course also the city closest to Kim Jones' heart, where he was born and where he lives, which inspires him with its inexhaustible creativity and which he loves deeply.'
Tune in tomorrow at 19:00 GMT on SHOWstudio.com to watch the livestream.