DIOR PRESENTS ITS SPRING/SUMMER 2025 CAMPAIGN

The campaign for the Dior Summer 2025 Men’s Collection presents a fascinating tribute to exceptional savoir-faire. Dreamed up by Kim Jones, the collection combines practicality, longevity, and reinvented heritage.

Inspired by the œuvre of Hylton Nel, the artistic director weaves powerful creative dialogues at the interface of craftsmanship and couture. Irresistibly sculptural, the pieces borrow their curves and finishes from the language of ceramics. This collection represents a prodigious symbiosis of excellence and style, illuminated by Pieter Hugo’s captivating photographs.

In a pastel decor strewn with lush vegetation, models pose on colourful pedestals, accompanied by a reinterpretation of Hylton Nel’s emblematic cats. Embodying the South African artist’s aesthetic, the silhouettes reveal knits sublimated by joyful motifs and prints evoking his singular universe. Rounded volumes predominate, and the apron—a symbol of classic workwear—is rethought in the form of a subtle belt.

Accessories reflect the meeting of the beautiful and the useful. The Dior Normandie, enhanced by a new Dior Icons grained leather, asserts itself as the latest indispensable everyday bag, while the Saddle bag continues to be infinitely revisited. The virtuoso mastery of the Dior ateliers notably shines through in the B35 NXXT sneakers—offered in suede or raffia—and the clog, transformed into a biker boot and derby.

The final touch in a resolutely arty spirit is the scarf collar, reminiscent of a design by Yves Saint Laurent for the Autumn-Winter 1960–1961 line entitled Négatif. This innovative technique adorns brooches on jackets and coats like an entrancing Ariadne’s thread. Cloche hats add an extra dash of audacity to each look, presenting a plural homage to tradition(s), modernity, and passion.

TEAM CREDITS:
photography PIETER HUGO
art direction RONNIE COOKE NEWHOUSE
film direction FRANCK LEBON
styling MELANIE WARD
makeup PETER PHILIPS
hair BENJAMIN MULLER
models MALICK BODIAN, LOUIS MERCUROL, DUGYEONG KIM, LV YIFAN and OSKAR GEIPEL