For the Summer 2018 season, artistic director Kris van Assche unveils a new cast of Dior Homme characters for the advertising campaign photographed by David Sims and styled by Mauricio Nardi. The collection represents the designer’s 10-year anniversary at the house by celebrating the craftsmanship of the Dior Homme atelier at 3, rue de marignan, fused with varsity elements that explore the frontier of youth and young manhood.
Juxtaposing portraits of Pet Shop Boys’ Neil Tennant and Chris Lowe, the young American actor Charlie Plummer, and new faces Andreas Wolf, Henry Rausch, and Anton Jaeger, the campaign images provoke a nostalgic romanticism through the evolving floral motif of dior roses. Long-stemmed red roses and their fallen petals pop in cinematic colour against black & white portraits, as sims applies his meticulous, multichannel image-making skills to hybrid still images and the season’s dynamic campaign video set to the Pet Shop Boys’ 1988 hit song Heart.
The diverse cast embodies the season’s dynamic fashion message; Tennant’s penchant for tailoring is a natural contrast to Lowe’s preference for a bomber jacket and baseball cap, whilst plummer embodies the season’s formal twist in a grain de poudre “bar-jacket suit” worn with trainers and a Dior Homme atelier ribbon tie. New faces model the key silhouettes of wide trousers, sleeveless shirts, and tailored shorts, as well as an exclusive collaboration with the french artist François Bard, whose oil paintings feature on garments and accessories throughout.